Lintas IMAG’s Aaren Initiative revamps itself

Aaren Initiative, the out-of-home company of Lintas IMAG, is in revamp mode. According to the official communique, the revamp is being effected in keeping with the growth that the company recorded last year. The changes are also being done in accordance with the company’s expansion plans.

Commenting on the revamp, Ashish Bhasin, managing director, Aaren Initiative and director, IMAG, Lintas India, says, “It was imperative for us to strengthen the AiCT to manage the huge growth that Aaren Initiative has been witnessing. As the thought leaders in the outdoor industry, we are happy that clients have recognised the benefits of a professional player like us.”

The AiCT (Aaren Initiative Core Team), which is an executive council, has been strengthened and given charge of running the business operations. There has been restructuring in the positions held too.

Vivek Lakhwara has been promoted as president of the Aaren Initiative. Arun Goswami is now the business director and Haresh Nayak, the associate business director. S Balaji has been inducted into the AiCT. All these changes are with effect from April 1, 2006.

The AiPT (Aaren Initiative Planning Tool) has been upgraded to include the details, data and photographs of over 10,000 sites in nine cities in India, covering about 80 per cent of the sites by value. With immediate effect, the AiPT has been Web-enabled, with password protection, and Aaren Initiative clients are being given an access password. The company claims that online, real-time monitoring is being made available on the AiPT for the first time in India.

Bhasin says, “The AiPT, our unique planning tool, has added to our strength. I have no doubt that Vivek Lakhwara and his team will strive towards making Aaren Initiative the largest professional out-of-home agency in India.”

To provide better services, Aaren Initiative has expanded its presence and offices to 17 other cities in India, besides the metros. Currently, the company handles assignments in over 180 cities.

For the record, Aaren Initiative is a member of Lintas India’s Integrated Marketing Action Group, the other members of which are Linterland (Rural), dCell (Strategic Design), Lin Opinion (PR), Advent (Events), Lintas Personal (CRM and Direct Marketing), Lintertainment (Entertainment Marketing) and Lintas Healthcare.

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