Post a multi-agency pitch, Lintas Media Group has won the media duties for Hindustan Sanitaryware & Industries (Hindware). The size of the business is in the vicinity of Rs 20 crore.
Sudha Natrajan, president and chief operating officer, Lintas Media Group, says, "It is a great pleasure and proud feeling to work with a Superbrand. We look forward to an enduring and long-term relationship."
Hindware has mainly used the print medium so far. Since its competitors have made a foray into electronic media, Hindware will not be far behind. Mani tells afaqs!, "Sanitary-ware and faucets have become a style statement in present times. Hindware will thus use the electronic medium to make a statement."
Lintas Media Group will also be responsible for Hindware's retail store -- EVOK.
Hindustan Sanitaryware, the company behind the Hindware brand, offers a diversified product basket comprising a range of sanitary-ware, bathroom fittings, bathtubs and whirlpools and kitchen appliances. The Hindware brand has been recognised as a Superbrand consecutively for the last four years and claims to have more than 40 million satisfied customers the world over.