Lintas Group launches Linen Advertising

Previously called Pickle Advertising, the Gurgaon based agency has a strong and growing client base. It will be led by Abhik Santara, Executive VP, and Jaideep Mahajan, ECD

BestMediaInfo Bureau | Delhi | April 29, 2014

The Lintas Group has announced the launch of Linen Advertising. Previously called Pickle Advertising, this Gurgaon based agency has a strong and growing client base – Dabur, Celkon, Volvo, Oppo, DLF, Frontier and Panasonic to name a few.

Abhik Santara

Abhik Santara, Executive Vice-President, Linen Advertising, said, “Why the change in name from Pickle to Linen? Market realities and expectations have changed, and we feel that Linen meets those expectations – adaptive, enterprising, nimble and contemporary. Going forward with those values, we see ourselves as a challenger brand, and, in turn seek to partner with and grow challenger brands. Yes, we will be disruptive and innovative, but at our core we will deploy all the rigour and discipline that the Lintas Group is known for. It will have complete access to the group's offerings, be it digital, PR, health, activation or design”.

Jaideep Mahajan

Jaideep Mahajan, Executive Creative Director, Linen, added, “We are aware of the temptation that new agencies have, of having to announce esoteric philosophies and mission statements. We are avoiding this. The only mission we have is to deliver market place success and client delight, and our philosophy is an unshakeable belief in upholding the integrity of our clients' brands.”

Both Santara and Mahajan have over 15 years of big agency, big brand experience, and have partnered each other at Rediffusion.

Santara, prior to Linen, headed the Rediffusion office in Delhi, which handled Airtel, LG and MTS.  Mahajan is an alumnus of NIFT, and has handled large brands in India and internationally – Airtel, Walls, Nestle, LG, and has over 100 national and international awards to his name – from Cannes, D&AD and Oneshow to Effies and AAAA Awards (Malaysia).

Fali Vakeel, Vice-Chairman, Lowe Lintas, said, “Abhik and Jaideep have done a terrific job so far. They have brought in energy and dynamism; and the clients and employees alike have noticed the change – in the work and in the culture. I am confident that the skill sets in Linen will very quickly make it a sharply defined, differentiated, relevant and disruptive force – a street fighter in a tuxedo.”

What seems to be evident in the Indian marketplace over the past few years is that many brands from across categories are challenging dominant and established players. Many of them either want to start up or scale up, and hence look for suitable agency partners.

Joseph George

Joseph George, CEO, Lowe Lintas, commented, “We are delighted to strengthen the Lintas Group's play in the Indian market. Besides Lowe Lintas and Partners, our other three brands – Linen, Karishma and Quadrant – have all got terrific potential. And the momentum that all three have got in the last 15-odd months couldn't have come at a better time.”

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