Lintas Media Group (LMG) has secured the media duties for Intex Technologies, the IT hardware, mobile phones and consumer electronics company. The account size is pegged at Rs 35 crore.
LMG was handed over the media duties following a multi agency pitch and two rounds of presentations. It will be responsible for chalking out the forward going strategy of the company.
LMG was asked to devise a strategy in contrast to the company's competitors - a unique strategy with a bottom-up approach. The brief was to understand the category and what should be the strategy going forward.
She adds that Intex Technology has built the infrastructure bottom-up, "first focusing on the smaller cities and then moving towards big metros, while all the other companies in this field are going the other way round. Its approach is different".
LMG plans to use media innovatively and according to Natrajan, the media mix will be different from others; the layering of media will begin with semi-urban cities and then move towards bigger cities.
This 14 year old company has its businesses spanning across segments such as computer peripherals, personal computers, mobile phones, consumer electronics, memory products, retail, enterprise and international business.
In an official communiqué, Kavita Sharma, associate vice-president, LMG, says, "Intex operates in some of the very advertising-intense categories such as mobile phones and consumer electronics. We are looking forward to working with it to craft impactful media solutions."