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LinTeractive bags digital marketing mandate of L&T

The agency won the account in a multi-agency pitch. The mandate extends to all L&T businesses, including performance media buys

BestMediaInfo Bureau | Mumbai | April 21, 2016


LinTeractive, the digital division of MullenLowe Lintas Group, has bagged the mandate for digital marketing of L&T across all its businesses, including performance media buys.

Larsen & Toubro (L&T) is often referred to as ‘the Builder of the India of the 21st Century’, and as the company that carries the flag of India Inc. across multiple geographies. For over seven decades, L&T has been making a critical contribution to high impact sectors of the economy - defence, IT, infrastructure, construction and heavy engineering. Larsen & Toubro has been looking at the digital medium as a force multiplier for its strategic communications.

After a multi-agency pitch that saw leading national agencies compete, L&T chose LinTeractive as its digital partner. It was impressed with LinTeractive’s strategic framework which provides a roadmap for companies looking to be digital future ready in communications.

Deepak Morada Deepak Morada

Commenting on the appointment, Deepak Morada, Vice President, Corporate Brand Management & Communications at L&T, said, “Digital is a key focus area and as a group we wanted to go beyond looking at it as just another medium, truly harnessing the power of digital to change the conversation. At L&T, we’re at the forefront of technology across multiple domains and industries – we aim to provide an equally cutting edge experience to our customers, and we have reason to believe that LinTeractive possesses the requisite skills and experience.”

The challenges of digital for a large conglomerate are many, but Sumanta Ganguly, Executive Vice President, LinTeractive, felt that it was necessary to change how digital was perceived by multiple stakeholders inside the organization.

Sumanta Ganguly Sumanta Ganguly

On the state of digital marketing in India, Ganguly said, “The business of digital in India for most brands today remains an additional check box –a thing to do. At LinTeractive we look at digital as a way of doing things instead. With L&T we sensed an opportunity to deploy the power of this concept in response to the increasingly digital world of today.”

Vikas Mehta Vikas Mehta

On partnering L&T, Vikas Mehta, Group CMO and President – Marketing Services, MullenLowe Lintas Group, said, “In the past 70 odd years, the L&T Group has played a pivotal role in building things that are at the core of today’s India. During these 70 odd years, Lintas has partnered hundreds of brands into becoming a part of India’s popular culture. The opportunity to collaborate with L&T, as they aim to re-imagine their businesses for a digital world, is a matter of great pride for the MullenLowe Lintas Group. We realize the tremendous responsibility that L&T has entrusted LinTeractive with.”


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