Lintas Media wins the media duties for Union Bank of India

The business was won following a multi-agency pitch; the account size is pegged around Rs 80-90 crore

The business was won following a multi-agency pitch; the account size is pegged around Rs 80-90 crore...

Union Bank of India has awarded its media duties to Lintas Media Group. The account was won following a multi-agency pitch that saw participation from the incumbent agency Motivator, as well as Mudra Max, TME and Media Direction. Sources peg the account size to be around Rs 80-90 crore.

Confirming the development, Himanka Das, vice-president, Lintas Media Group, says, "We are proud to have Union Bank of India as part of our prestigious clientele; and we would love to partner them in their vision towards aggressive growth in image and stature in the banking space. This is also a reassurance of our ability to showcase differential thinking ability to provide media solutions, keeping in mind consumer touch points and the business at the core."

The media agencies were evaluated on their credentials, understanding of consumers and generating consumer insights, understanding of the industry, media planning skills combined with buying capabilities, innovations in media and capabilities in non-conventional media.

Lintas Media will handle all media -- television, print, out-of-home, radio and digital -- for the bank.

In June this year, the government had announced a capital infusion of Rs 6,211 crore into five public sector banks. Of this, Union Bank of India got Rs 111 crore by way of perpetual non-cumulative preference shares (PNCPS). The bank will use this to expand its business.