Zydus Cadila Appoints Initiative Media Its AOR

Mumbai: | Updated: Oct 31 2002, 05:30am hrs
Zydus Cadila Healthcare Ltd has appointed Initiative Media (IM), the media buying and planning division of Lintas India Group as its Agency on Record (AOR).

With the result, Initiative Media will now handle the media buying and planning account for its new clientZydus Cadila.

Says IM president Ashish Bhasin: With this win, IM has a strong foothold in Ahmedabad, where we already have IDEA cellular business. At present, IMs billings stand at Rs 1,000 crore.

According to Mr Bhasin, the first burst of television advertising for its new client will break soon. We will have a significant part to play in building their brands. The activity is scheduled to break shortly, he adds.

At present, IM is a national media company in India, with offices in Bombay, Chennai, Kolkata, Bangalore, Delhi, Hyderabad and Ahmedabad.

Amongst its AORs are ITC, Bajaj Auto, Maruti, LG, Britannia, Siemens, Reynolds, TTK Sara Lee, Prudential ICICI Insurance and IDEA among others.

In a bid to offer value-added services to its clients, IM recently acquired new media tools such as IMprove (a media optimiser), IMphase and IMradar. With over 140 media professionals, IM has won a record number of 24 AORs in the last one year, says Mr Bhasin.

Currently, IM has specialist divisions which include, Aaren Initiative (outdoor), Media Futures (media consultancy), Linterland (rural communications & marketing) and Digital Initiatives (digital media).