Indian Army under Lintas IMAG’s custody

Following a multi-agency pitch held a year ago in June 2005, Lintas IMAG has bagged the Indian Army business. Industry sources peg the size of the business at around Rs 8-10 crore. The other agencies in the fray were JWT, Lowe and Mudra. Lintas IMAG will handle the creative, media and integrated marketing duties for the Indian Army.

Ashish Bhasin, director, Lintas IMAG, says, “Keeping in mind the need to reach out to today’s youth through different touch points, Lintas IMAG presented a comprehensive integrated marketing approach to promote the Indian Army as a preferred career option.”

The campaign will consist of mass media and through-the-line activities. The aim will be to communicate with the TG in a more interactive manner and to provide the youth with an opportunity to interact with local army units. “This will enable them to get a first-hand experience of the different facets of army life and allow them to make a considered career choice,” says Bhasin.

In today’s scenario, where the youth have a diverse variety of career options from which to choose, Lintas IMAG has conducted in-depth research on the challenges that it will face in its drive to make the Indian Army a preferred career option once again.

Bhasin asserts that one strong point that helped Lintas IMAG clinch the business was its all-round offerings. “For this kind of communication, purely above-the-line/ below-the-line activities would not have sufficed. What was needed was a good balance of all that, along with events, PR and other related integrated marketing solutions, which is what we brought to the table.”

For the record, Lintas IMAG comprises Linterland (rural marketing), dCell (strategic design), Lin Opinion (PR), Advent (events), Lintas Personal (CRM and direct marketing), Aaren Initiative (out of home) Lintertainment (entertainment marketing) and Lintas Healthcare.

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