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Lintas Media wins Voltas' media mandate

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | February 26, 2010
The account size is pegged around Rs 40 crore; MPG India is the incumbent agency

Air-conditioner brand Voltas has assigned its media duties to Lintas Media Group. The account size is pegged at around Rs 40 crore. Havas Group's media agency, MPG India handled the business previously.

While there was no formal pitch process, Voltas went through an intensive selection process over the last few months and evaluated a lot of agencies before choosing Lintas.

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"Our team is a good mix of brand and communication strategists. Our recommendations seemed holistic and robust to the company. Our aggressive stance for the company helped us win the account," says Sudha Natrajan, president and chief operating officer, Lintas Media Group.

According to Natrajan, Voltas has been slightly defensive in their communication strategy; the agency suggested that it should henceforth go on the front foot and be more aggressive.

"While Voltas is one of the more popular brands, we found that it was losing out on mindshare among emerging consumers," she says.

The Voltas win comes soon after the agency won the Religare Enterprises business earlier this month.

Natrajan says such wins early in the year helps draw better plans for the client.

"Our target year is January-December, and we set new business targets at the beginning of the year. Usually, clients take a long time before deciding on a particular agency; and by the time an account is won, a good part of the year is gone. Early wins ensure that we, at the agency, are able to see the client through a better part of the year," she says.

In December 2009, Voltas ended its eight-year association with Euro RSCG and roped in Capital Advertising as its creative agency.