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Tag: Sriharsh Grandhe

  • PointNine Lintas forays into mar-tech via Probitec

    PointNine Lintas forays into mar-tech via Probitec

    MUMBAI: Omnichannel agency PointNine Lintas has announced its foray into marketing techbologe (mar-tech) and launched the beta version of its first product, Probitec Deemed as the world’s first technology platform for activation management, Probitec is an end-to-end solution for executing and monitoring on-ground programs for consumer engagement.

    Announcing the go-live, PointNine Lintas CEO Vikas Mehta says,  “A few years ago, we saw the wave of ad-tech sweeping the advertising business. The action is now shifting towards (mar-tech), and we’re really excited about the possibilities it presents for innovations and inventions. Until now, agencies have primarily viewed their business model as ‘service providers’. At PointNine Lintas, we are committed to an equally strong focus on developing products that can add value to the marketing ecosystem. Probitec is a fine example of that, because it offers a platformic solution to a decades-old problem of transparency in the activation business.”

    LinEngage, the consumer engagement division of PointNine Lintas, has led the product development of Probitec in collaboration with technology partner, TalentBridge Technologies – a Bangalore based technology firm.

    Served as a mobile app, Probitec is a unified platform where field staff, activation agencies and clients can access relevant modules to collaborate, train, manage and monitor assignments simultaneously across multiple geographies around the country.

    The app helps in talent assessment and hiring for field staff including promoters, training through interactive sessions and multimedia materials for execution, geo-location tracking of on ground initiatives including live audio-video streaming, real-time monitoring and a live dashboard reporting for clients and data capture and database integration for the entire activity. 

    PointNine Lintas national director of consumer engagement Sriharsh Grandhe adds, “Clients have echoed how there is very little control on an activation program once it goes live. Technology can aid in improving monitoring and measurability of activation programs that gives better control and greatly improve its performance and effectiveness. Probitec has been designed to achieve this by mimicking a typical activation program workflow with the aim to improve management of activation projects. This can be more effective for the larger and complex projects.”

    Probitec derives its name from ‘probity’ (Latin origin ‘probus’), which means adherence to the highest principles and ideals. It aims to set a new standard in transparency for the activation business, while making the entire process more collaborative and efficient. The development cycle for Probitec lasted about 15 months including rigorous testing. User testing in live environments has been carried out in over 125 towns and villages spanning five states. The beta version continues to be tested for further enhancements, and is currently live in 200 villages in the state of Tamil Nadu.

    Early assignments include brands for an auto-lubricant major, a leading foods company, an entertainment network amongst others. PointNine Lintas is in talks with several large activation clients to create custom-builds of Probitec for enterprise level integrations.

  • LinEngage appoints Gagan Pal Singh Nagi

    MUMBAI: LinEngage has announced the launch of its Delhi (NCR) office to cater to clients in North India. Gagan Pal Singh Nagi has been appointed VP and business head – North. He would report to LinEngage India executive VP Sriharsh Grandhe.

    MullenLowe Lintas president marketing services and group CMO Vikas Mehta said, “As we move into the experience-age, activation is moving from the fringes of a marketing plan to its core. LinEngage is an essential component of our Marketing Services offerings as we strengthen our omni-channel capabilities. Sriharsh built a client portfolio in Delhi and we’re getting great traction from clients in NCR across product categories.”

    Prior to joining, Nagi was working with RK Swamy (Hansa Group) as the general manager and business head – North for Hansa events, the experiential business unit.

    Over the years, Nagi has worked with the Mudra Group and Encompass Events (now a part of WPP), where he handled brands such as Samsung, Vodafone, Nestle, Yamaha, Maruti Suzuki and Piaggio, among others.

    Sriharsh said, “LinEngage is focusing on strategic activations and experiential marketing leveraging digital and data. Gagan (Singh) is an old hand with a young heart. We are eager to see him get started with the fresh and innovative approach of LinEngage and expand our presence in Delhi.”

    The mandate for Singh is two-fold. Set up a team with skills that leverages technology and data to create large format experiences that are also personalised. And tap Delhi’s Consumer-Tech, Auto, FMCG & Pharma segments to grow LinEngage’s business.

    Singh said: “LinEngage has a fresh approach towards experiential marketing which gives me a huge opportunity to innovate. My focus will be to grow business with interesting experiential solutions for brands using new-age technologies and help brands measure and monitor their events and activation better.”

  • LinEngage appoints Raman R.S. Minhas as creative head

    LinEngage appoints Raman R.S. Minhas as creative head

    MUMBAI: Mullen Lowe Lintas Group experiential marketing arm LinEngage has strengthened its team with the appointment of Raman R S Minhas as group creative head.

     

    He will report to LinEngage executive vice president Sriharsh Grandhe.

     

    Minhas comes on board with a mandate to add new, innovative dimensions to the way consumer engagement is defined and delivered for brands, in a media-agnostic manner.

     

    Commenting on the appointment, Grandhe said, “The connected marketplace of today demands agencies to re-look at their offerings both the form and format of consumer engagement. With Raman on board LinEngage’s capabilities will be greatly enhanced in this direction.”

     

    This move to LinEngage marks Minhas’s return to India after successful stints in Southeast Asia and the Middle East. His last assignment was at DM Pratama Group in Indonesia, where he led the creative function.

     

    Mullen Lowe Lintas group CMO and group marketing services president Vikas Mehta said, “LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Raman, we’ve found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering.”

     

    “To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here – upward,” said Minhas on his new role.

  • LinEngage appoints Raman R.S. Minhas as creative head

    LinEngage appoints Raman R.S. Minhas as creative head

    MUMBAI: Mullen Lowe Lintas Group experiential marketing arm LinEngage has strengthened its team with the appointment of Raman R S Minhas as group creative head.

     

    He will report to LinEngage executive vice president Sriharsh Grandhe.

     

    Minhas comes on board with a mandate to add new, innovative dimensions to the way consumer engagement is defined and delivered for brands, in a media-agnostic manner.

     

    Commenting on the appointment, Grandhe said, “The connected marketplace of today demands agencies to re-look at their offerings both the form and format of consumer engagement. With Raman on board LinEngage’s capabilities will be greatly enhanced in this direction.”

     

    This move to LinEngage marks Minhas’s return to India after successful stints in Southeast Asia and the Middle East. His last assignment was at DM Pratama Group in Indonesia, where he led the creative function.

     

    Mullen Lowe Lintas group CMO and group marketing services president Vikas Mehta said, “LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Raman, we’ve found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering.”

     

    “To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here – upward,” said Minhas on his new role.

  • Mullen Lowe Lintas Group hires Sriharsh Grandhe to head LinEngage

    Mullen Lowe Lintas Group hires Sriharsh Grandhe to head LinEngage

    MUMBAI: LinEngage, the experiential marketing and activation arm of Mullen Lowe Lintas Group, has appointed Sriharsh Grandhe as executive vice president based in Mumbai. 

    Grandhe will report to Mullen Lowe Lintas Group CMO and president – group marketing services Vikas Mehta.

     

    Prior to joining LinEngage, Grandhe was with the WPP firm, Possible Worldwide Singapore as the engagement director. At Possible, Grandhe was managing the global rollout of Standard Chartered’s Responsive Website, a first in the Banking domain across 55 countries in APAC, EMEA & Americas.

     

    Mehta said, “Our ambition for LinEngage is to make consumer engagement an essential part of a brand’s narrative. A lot more innovation is possible in the area of creating meaningful consumer experiences. Under Harsh’s leadership, we are keen to make strides in strengthening this practice in an industry that’s largely driven by tactical activations.”

     

    LinEngage offers specialist brand engagement expertise to a host of clients in India. Apart from its focus on the urban pockets, it boasts of a bespoke rural offering – LinTerland. The motive is to help clients capitalise on the consumer-engagement opportunities in heartland India. Both the urban and rural offerings of LinEngage have been growing steadily over the past few months with host of new business wins. Notable clients include Johnson & Johnson, Franke Faber, Bayer, UltraTech, Castrol, ICICI Prudential and Byju’s  to name a few. His remit will be to evangelise the experiential marketing practice for the group and further expand the portfolio.

     

    Grandhe added, “The strong lineage of Mullen Lowe Lintas Group is no secret. India is at an exciting phase of development and the agency is experiencing both momentum and growth. LinEngage is in a sweet spot right now with only one direction to go – upwards.”