Lintas leverages outdoor ads with copy from older ads to announce shift in office address

MullenLowe Lintas recently moved out of their iconic Express Towers office (Nariman Point) to BKC. Hoardings all over Mumbai borrow lines from their previous ad copies to make the announcement...

The junction between Bandra and Bandra Kurla Complex (BKC) in Mumbai is a highly visible area for advertisers. In recent times, we've seen that cluster being dominated by ads for OTT platforms such as Hotstar and Netflix. Now, the space is being taken up by Lintas' hoardings. The hoardings announce the office's move from Express Towers in Nariman Point to a new office in BKC, but these aren't just ordinary ads. Each hoarding borrows its copy from the work that Lintas has done in the past.

The copy for the ads borrowed from their own past work

Some of the hoardings we spotted paid homage to Surf Excel's Lalitaji ad, Idea's 'What an idea sir-ji' campaign, Havells' Shock Laga' ads, and the biggest and most prominent hoarding of the cluster paid homage to Liril's waterfall ad with Karen Lunel and the 'La la la...' jingle.

Amer Jaleel

The agency will begin operations at its new office from July 1, 2019. In a press release commenting about moving from a place that's been an important part of Lintas, Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group, said "As I stand in the new premises and watch the office come up around me, I can't help but think of how Lintas was said to be the only surviving SoBo agency for the 48 years that we belted out one strong ground-breaking campaign after another. Work that never even remotely looked SoBo!"

Jaleel went on to emphasise that they would continue to be MidInd, bang in the core of the consciousness of the country in their insights and executions. "We moved when we were ready with our new hyper-bundled agency offering and our central Mumbai office is also symbolic of how we intend to be with our clients and brands, tentacle-ing outwards in all directions from the centre," he stated in the release.

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Located near the MCA at BKC, the office boasts a single floor-plate of 36,000 sq. ft. It intends to promote a collaborative work environment where ideas and information can flow seamlessly allowing its multiple marketing disciplines to integrate and build campaigns. Additionally, BKC offers its clients a strong advantage with the group now being in close proximity of most of its client base in Mumbai.

Virat Tandon

Virat Tandon, Group CEO, MullenLowe Lintas Group said, "Given the focus on providing our clients hyper-bundled solutions across creative, digital, PR, experiential, and design, we saw a clear opportunity to bring all of our, people spread across four different offices in Mumbai, together under one roof. The new office space is purpose-designed, built to facilitate collaboration and houses multiple 'gather' and 'huddle' areas. We believe that moving to BKC will make us more accessible to both our employees and our clients."

This is not the first time an agency has used the outdoor medium to talk about its own achievements. In February 2019, when Madison won the Marico account back (after briefly losing it in 2017), they celebrated by putting up hoardings across Mumbai.

Madison Media's billboards when they won the Marico account back

Similarly in 2015, when veteran adman Piyush Pandey unveiled his book 'Pandeymonium', Ogilvy & Mather executed an exhaustive out-of-home (OOH) campaign at various locations across Mumbai. The campaign was launched five days before the launch of the book and after its launch, it ran for another 15 days.

A hoarding for 'Pandeymonium' near Marine Drive

Pandeymonium OOH ads as seen outside Mantralaya, Nariman Point

Ogilvy used creatives, which were similar to the cover of Pandey's book. The creatives were meant to be bright and eye-catching, with a profile of Pandey and the book's title covering his eyes. Some of the locations where the campaign was spotted included Marine Drive, Kemps Corner, Shivaji Park, and Nariman Point. Ogilvy had also installed digital billboards at Terminals 1 and 2 of Chhatrapati Shivaji Maharaj International Airport.