Lintas Media Group wins series of new businesses worth Rs 150 crore

The wins include Expedia.co.in, Envista Education, and travel network brand, Via

Lintas Media Group (LMG) has added several new businesses to its kitty. These include Expedia.co.in and Envista Education in Delhi; and travel network brand, Via in Bengaluru. Sudha Natrajan, president and chief operating officer, Lintas Media Group, confirms these wins to afaqs!.

Expedia, among the popular online travel companies globally, awarded its media mandate to LMG to promote its India-specific site, Expedia.co.in. This marks a significantly big digital win for the agency. Recently, the creative duties for the brand had been assigned to Lowe Lintas.

The Expedia win was the result of a pitch process. The media mix would include all constituents of mass media, with television and digital media forming a significant proportion of the brand's media spends.

For Envista Education, on the other hand, the media mix will be led by print and digital media. Specific groups of people will be targeted for different products, and due to its 'call to action' nature, print media would be ideal, say LMG executives. Television will be given a miss here.

Envista Education has mentored thousands of students for over a decade. It was one of the first to implement internet-based education services of IIT Kharagpur. The other divisions of Envista Education are engaged in software development, academic event management and testing services.

The third business has been won by LMG in Bengaluru - Via, among India's travel networks of Flight Raja Travels. Here, a multi-media plan will be employed, where digital media will have a 25-30 per cent share in the media mix.

Together, the size of the new wins is estimated to be around Rs 150 crore.

Recently, LMG also retained a bulk of the media duties for Mannapuram, and also won the Mannapuram Jewellery business that the company recently floated. LMG has opened an office at Cochin to handle this business. LMG's recent wins also include Union Bank and Intex.

Natrajan says that the momentum of new business wins is high at the agency. "This is imperative for an agency's vitality; both internally, as it results in high levels of positive energy and enthusiasm, and externally, in the industry," she says.