‘Rebranding as Lintas Live a bold move in our evolution’

MullenLowe Lintas Group launched Lintas Live in India with Ameer Ismail as the lead of the digital-first creative PR agency and Sarvesh Raikar appointed as Creative Head.

MullenLowe Lintas Group recently announced the launch of its digital-first creative PR agency Lintas Live in India. It is a part of MullenLowe Group’s global communications network, which includes US based agency MullenLowe PR.

The agency recognises that whether it is a corporate brand, a personal brand or a product/service brand, in today’s ever-connected world, they all need to be LIVE. GolinOpinion has now been rebranded as Lintas Live.

To know more insights, exchange4media had a candid conversation with Ameer Ismail, President-Lintas Live, on the rebranding, new brand identity, communication plan, digital amplification, future plans and more.

Sharing thoughts on the new brand identity of Golinopinion and the trigger behind the change, Ismail said, “The rebranding is far beyond a change. The pace at which the world is changing with changes in perspectives gave genesis to the rebranding process. With lot of information floating in the system and new in abundance, the attention economy has to be captured. This new reality became the essence for modification of the brand.”

Digital amplification by brands has become a default necessity now. How will Lintas Live quench the digital thirst of clients? The President responded, “With its rich experience on some of the most prestigious brands such as Seiko, Etihad Airways, Tata Starbucks, Sony Pictures Networks and Porsche amongst many others, GolinOpinion had been recognised as one of the leading and most respected PR firms in the country. Building on those strengths, its repositioning and renaming as Lintas Live is a move to be best equipped for today’s evolving environment.” 

“Lintas Live incorporates boundless energy, restless curiosity and fearless thinking in everything it does. Thereby, creating living conversations that give an unfair share of media attention to clients’ brands, businesses, and reputations. It is live-wired to proactively help brands with agile solutions for their business challenges through PR, Digital, Content, Moment Marketing and Technology. Bringing together the best PR teams, leading creative minds and digital experts, gives Lintas Live the opportunity to build a first-of-its-kind LIVE framework for brands. Our unique strategy of cultural newsjacking will ensure that our brands morph into an integral part of the conversations that matter the most”.

With special focus on the healthcare industry, Lintas Live would keep catering to sectors like travel and tourism, hospitality, FMCG and automobile.

Lintas group has always focussed on employee welfare and training. “Lintas live too will support the cause of the group at large by training 500+ employees in digital training and development,” informed Ismail.

Taking the conversation forward, Ismail put the spotlight on the paradigm shift that communication industry has gone through in the pandemic phase. According to him, three broad trends have been observed in the communication industry. First, a lot of collaborations are taking place now. Be it with agencies, clients, creative people or brands. Second, there has been a consistent rise in resilience and confidence of brands and people. Lastly, this is a time of innovation along diasporas. So, a lot of innovations are happening across sectors to enhance and engage with their TG.

Emphasizing on empathy based communication, Ismail added, “Creating value and relevance in these testing times should be the prime focus rather than being opportunistic. Being truthfully empathetic and finding more purpose is the way forward.”

In his concluding remarks, Ismail said, “Golin has been an outstanding partner and we will always cherish our many achievements and learnings together.  Our PR practice in India has gone from strength to strength and this rebrand is a bold move in our evolution. I am excited about the relevance of our new offering to brands, marketers and leaders in these changing times. Being part of the MullenLowe Lintas Group has given us a unique opportunity of drawing on the core of our creative skillsets. We are confident of being able to deliver ideas and solutions that are bold and impact worthy in a digital age."