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As media major Group M India, part of WPP Group Plc is strengthening its offerings in the ambient media and sponsorships sector, Lintas Media Group is driving digital capability and technology up gradation to gain a competitive edge in the Indian media buying industry. Meanwhile, Rediffusion DYR’s media wing TME is sharpening its focus on consumer connect strategy beyond traditional media solutions. In the midst of such hectic activities, the Mudra Group is launching a new division for sports marketing and sponsorships. In essence, the Rs 18,000 crore Indian media buying sector will witness a lot of action in the next few months.
On the group’s core strategy, Vikram Sakhuja, chief operating officer, Group M, South Asia said, “We will invest in creating ground properties for our clients which will become strategic marketing assets over time. We already have the skills to ensure that we can amplify these assets over mass media. And we will additionally invest in measurement of non-conventional media and sponsorship.” Incidentally, Group M will be releasing its key findings on the impact of IPL next week.
According to Sakhuja, media agencies can open up new revenue streams of Rs 1,500 crore if they focus on ‘ambient and sponsorships’ space. Across the road, Lintas Media is beefing up its operations to meet the growing media needs of advertisers. Lynn de Souza, chairman of Lintas Media Group said, “We will be collaborating with client and media partners for common growth. You will see many synergistic offerings from Lintas Media and Aaren Initiative in the ambient and sponsorship media in the near future.” Sharing similar views Chandra Deep Mitra, president of Mudra Max said, “We will be working with Mudra’s specialist units to offer holistic media solutions for our clients. Mudra will soon launch sports marketing and sponsorship wings.” According to Divya Radhakrishnan, president, TME plans to add muscle to its existing team at ‘TME 360’. “We will be strengthening TME 360 which continuously finds opportunities to contact consumers outside traditional media,” she said.
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