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LinTeractive Wins Digital Duties of Saint-Gobain Gyproc

By afaqs! news bureau , afaqs!, New Delhi | In Digital | July 16, 2014
The brand has had Lowe Lintas as its creative agency for some time now. It has now extended that partnership to digital.

Saint-Gobain Gyproc India (formerly India Gypsum) has announced the appointment of LinTeractive as its digital AoR. The former manufactures a range of Gypsum boards and plaster systems and solutions for partitions, wall panels, ceilings and internal wall linings.

Vikas Mehta

Gyproc has been working with Lowe Lintas as its creative agency for some time now and found it fitting to pass on the digital mandate to the agency's digital arm, LinTeractive. The agency will offer services like creation of a new website, SEO, SEM, digital media planning and buying, social media marketing and digital campaign creation.

Says NE Subramanian, head of marketing, Saint-Gobain Gyproc India, "The choice of LinTeractive was influenced by the fact that it is a partnership with Gyproc's ATL agency (Lowe Lintas). This was seen as an important factor in ensuring the work across mediums was integrated and spoke the same language to the consumer."

Commenting on the association with Gyproc, Vikas Mehta, CMO, Lowe Lintas + Partners and head of LinTeractive, says, "It's tempting to assume that a category like gypsum boards should be largely B2B and hence boring. We believe Gyproc has the potential to move the conversation from Gypsum boards to great-looking ceilings. We are delighted to partner Gyproc in the journey and look forward to playing a role in creating business success for the brand."

Gyproc India is part of the Euro 43 billion Saint-Gobain Group, the world's leading manufacturer of ceilings, drywalls and gypsum plasters.

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