Mumbai: LinTeractive, the digital division of MullenLowe Lintas Group has bagged the mandate for digital marketing of L&T across all its businesses, including performance media buys.
Larsen & Toubro (L&T) is often referred to as ‘the Builder of the India of the 21st Century’. For over seven decades, L&T has been making a critical contribution to high impact sectors of the economy – Defense, IT, Infrastructure, Construction and Heavy Engineering. L&T was looking at the digital medium as a force multiplier for its strategic communications.
After a multi-agency pitch that saw leading national agencies compete, L&T chose LinTeractive as its digital partner. L&T was impressed with LinTeractive’s strategic framework which provides a roadmap for companies looking to be digital future ready in communications.
![Sumanta Ganguly LinTeractive](http://192.81.211.82/wp-content/uploads/2016/04/Sumanta.jpg)
Commenting on the appointment, Deepak Morada, Vice President Corporate Brand Management & Communications at L&T said: “Digital is a key focus area and as a group we wanted to go beyond looking at it as just another medium, truly harnessing the power of digital to change the conversation. At L&T, we’re at the forefront of technology across multiple domains and industries – we aim to provide an equally cutting edge experience to our customers, and we have reason to believe that LinTeractive possesses the requisite skills and experience.”
The challenges of digital for a large conglomerate is not a simple thing, but Sumanta Ganguly, Executive Vice President, LinTeractive feels that it needs to start with changing how digital is perceived across the multiple stakeholders inside the organization.
![Vikas Mehta Mullen Lintas Group](http://192.81.211.82/wp-content/uploads/2016/04/Vikas-Mehta-Lowe-Lintas.jpg)
On the state of digital marketing in India, Ganguly commented: “The business of digital in India for most brands today remains an additional check box –a thing to do. At LinTeractive we look at digital as a way of doing things instead. With L&T we sensed an opportunity to deploy the power of this concept in response to the increasingly digital world of today.”
On partnering L&T, Vikas Mehta, Group CMO & President – Marketing Services, MullenLowe Lintas Group said: “In the past 70 odd years, the L&T Group has played a pivotal role in building things that are at the core of today’s India. During these 70 odd years, Lintas has partnered hundreds of brands into becoming a part of India’s popular culture. The opportunity to collaborate with L&T, as they aim to re-imagine their businesses for a digital world, is a matter of great pride for the MullenLowe Lintas Group. We realize the tremendous responsibility that L&T has entrusted LinTeractive with.”