Lintas Group launches Linen Advertising

The agency was earlier called Pickle Lintas.

The Lintas Group has announced the launch of Linen Advertising. Earlier called Pickle Advertising, this New Delhi-based agency has a strong and growing client base that includes Dabur, Celkon, Volvo, Oppo, DLF, Frontier and Panasonic, to name a few.

It will be led by Abhik Sanatra, executive vice-president, Linen Advertising and Jaideep Mahajan, executive creative director, Linen Advertising.

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

Speaking on the occasion, Santara says, "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; and with complete access to the group's offerings, be it digital, PR, health, activation or design."

Mahajan says, "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, an unshakeable belief in upholding the integrity of our clients' brands."

Mahajan has over 100 national and international awards to his name - from Cannes, D&AD and One Show to Effies and AAAA Awards (Malaysia).

Apart from Rediffusion Y&R, Sanatra has worked with JWT, Bates, TBWA Paris and Percept. Mahajan has worked with JWT New Delhi, McCann Erickson Kuala Lumpur, Leo Burnett Kuala Lumpur, Contract Advertising New Delhi, McCann New Delhi, FCB Ulka Advertising New Delhi and Surface Designer.

Joseph George, CEO, Lowe Lintas & Partners, says, "We are delighted to strengthen the Lintas Group's play in the Indian market. Besides Lowe Lintas & 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."