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Lintas Initiative Media wins media duties of Groupon's India unit, Crazeal

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | March 05, 2012
The agency won the business following a multi-agency pitch. The size of the business is about Rs 25 crore.

Sudha Natrajan

Raghav Subramanian

Lintas Initiative Media has won the media duties of Groupon's India unit, Crazeal. The agency won the business following a multi-agency pitch including five other agencies. However, the names of the participating agencies could not be obtained at the time of filing this report.

The size of the business is said to be about Rs 25 crore.

Confirming the development, Sudha Natrajan, CEO, Lintas Initiative Media, says, "We are keen to work on the challenge of making Crazeal, which would be a late entrant into the market, a success."

This is the first time that the company has appointed a media agency.

"Our aggressive, efficient and hard-hitting launch strategy for the brand was appreciated by the client," says Raghav Subramanian, COO, Lintas Initiative Media.

US based e-commerce portal Groupon.com, which sells daily deals coupons of local retail outlets, had entered the Indian market in January, 2011 after acquiring Kolkata-based daily deals site SoSasta.com, which was revamped as Crazeal in October, 2011. The site has presence in 11 cities including Ahmedabad, Bengaluru, Chandigarh, Chennai, Delhi and National Capital Region (NCR), Hyderabad, Jaipur, Kolkata, Mumbai, Nagpur and Pune.

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