Lintas Media Group adds new businesses worth Rs 65 crore

Lintas Media Group (LMG) has bagged the media duties for Jindal Stainless Ltd (JSL), the flagship company of the OP Jindal steel conglomerate in Delhi. It has also won Luxor Writing Instruments Pvt. Ltd (LWIPL) and Tata Capital. According to industry sources, the size of the Jindal Stainless business is estimated to be Rs 10-12 crore; the Luxor business is estimated to be Rs 12-15 crore; and the Tata Capital business is pegged at Rs 40 crore.

The Jindal Group assignment comprises the media duties for the brands of JSL and its subsidiaries. This includes arc, which is into modular kitchens and steel furniture; art d’inox, a premium lifestyle brand, and other group brands.

According to Jindal Group officials, LMG was a natural choice. It did not call for a pitch and was satisfied with the presentations and strategies that LMG had on offer for it. The company is in expansion mode, which is why it wanted the expertise, professionalism and resources of a media group such as LMG.

Previously concentrating on business to business segments, the Jindal Group now wants to move into the business to consumer segment. When asked about the media mix for the business, the officials were not willing to divulge any particular figures, but affirmed that they would have a heavy presence in mass media, including TV and print, as opposed to only trade magazines as per their previous mix.

Along with the media duty shift, there has been a reported shift in the creative duties, too. Earlier handled by Denstu Communications, the creative duties for art d'inox have now been shifted to Bates 141 Delhi.

Tata Capital, a new venture in the finance and wealth management sector, was bagged by LMG after a multi-agency pitch process, which had Lodestar Universal and The Media Edge (TME) also participating. The creative duties for Tata Capital have also been shifted to Leo Burnett. Executives at LMG and Leo Burnett were not available for comment regarding the developments.

The third account won by LMG is that of the Luxor Group, one of the largest names in the writing instruments industry. Luxor’s media duties used to be handled by LMG, but shifted to Dentsu for a brief period. The creative duties, according to LMG officials, continue to be handled by Lowe.