Mullen Lowe Lintas Group, popularly known as Lintas, recently moved its headquarters from Express Towers office located at Nariman Point to the city’s modern and new business district Bandra Kurla Complex (BKC). The grand entry of the ‘only surviving SoBo agency’ for 48 years, Lintas shared this movement on stand-out billboards which caught our eyes!
Multiple and connected billboards were displayed to announce Lintas now in BKC. The Hoardings captured the essence of some of the most iconic advertising campaigns done by Lintas over the years, from the popular Liril jingle to Surf Excel Daag Acche Hai and Tata Tea Jaago Re there is a refreshing twist tying in the Agency’s message loud and clear, Lintas now in BKC
Express Towers, once the tallest skyscraper of India that adorned the Bombay skyline, has been home to Lintas since 1971. Lintas has been one of the few companies at Express Towers that has occupied the building for over four decades. Even as the employee strength increased year on year and two new office spaces at Lower Parel were taken on lease, the agency’s leadership continued to operate out of its Express Towers office.
Mr. Virat Tandon, Group CEO, MullenLowe Lintas Group expressed his inputs on the move and capitalization of the brand on the medium as mentioned below:
Excerpts
Media Samosa: What was the rationale behind this movement and using OOH to announce the same?
Virat Tandon: The move from Express Towers and Lower Parel offices to BKC is strategic for us. It’s key to delivering our hyper-bundled solutions. It’s also a move that comes after 48 years of being in the iconic Express Tower office. We want to look ahead and create an offering for the future at the new BKC office.
So, it’s with this excitement that we wanted to announce our address change to our clients, our colleagues across the communications industry and our business partners.
Media Samosa: Do we expect more communication in any other medium?
Virat Tandon: We are using a combination of localized and high visibility outdoor, social media and trade media for this messaging. The attempt is to create some word of mouth and spread this message within the relevant audience.
Media Samosa: Whose idea was it?
Virat Tandon: This was created by Amer himself along with Garima and Abhilash.
Lintas begins its operation at the new office from July 1, 2019.
For folks who have been following the Marketing and Advertising Industry, these billboards definitely ring a bell and take them to a trip down the memory lane.
What do you think about the Lintas now in BKC billboard ads? Share your thoughts in comments or write to us at [email protected]
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