Larsen & Toubro appoints LinTeractive as its digital marketing agency

The account was awarded following a multi-agency pitch.

LinTeractive, the digital division of the MullenLowe Lintas Group, has been awarded the digital marketing mandate of Larsen & Toubro. The agency will be responsible for the digital presence of all of L&T's businesses. The development follows a multi-agency pitch.

Commenting on the appointment, Deepak Morada, vice president, corporate brand management and communications, L&T, says, "Digital is a key focus area and as a group we want to go beyond looking at it as just another medium... 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 have reason to believe LinTeractive possesses the requisite skills and experience."

Adds Sumanta Ganguly, executive vice president, LinTeractive, "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..." The challenge, feels Ganguly, is changing the way digital is perceived by the stakeholders, across levels, at L&T.

Vikas Mehta, group CMO and president, marketing services, MullenLowe Lintas Group, says, "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..."

LinTeractive has offices in Mumbai, Delhi and Bangalore. The agency's clientele includes brands like Dabur, Godrej HIT, Karvy, Rohan Developers, Turkish Airlines and Woodland, among others.