Linteractive, a part of the Mullen Lowe Lintas Group, has announced that it has won the digital marketing mandate of Larsen & Toubro (L&T).
L&T is a diversified conglomerate with a play in defence, IT, infrastructure, construction and heavy engineering, among others.
The account was won after a multi-agency pitch.
Deepak Morada, VP – corporate brand management and communications, L&T, said, “Digital is a key focus area and as a group we wanted to go beyond looking at it as just another medium, truly harnessing the power of digital to change the conversation. 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 we have reason to believe that Linteractive possesses the requisite skills and experience.”
Noting that the initial days would see internal stakeholders being addressed on digital, Sumanta Ganguly, EVP, Linteractive, said, “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. With L&T we sensed an opportunity to deploy the power of this concept in response to the increasingly digital world of today.”
Vikas Mehta, group CMO and president – marketing services, MullenLowe Lintas Group, said, “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 Mullen Lowe Lintas Group. We realise the tremendous responsibility that L&T has entrusted Linteractive with.”
The agency will also handle performance media buying as part of the mandate, it said in a statement.