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Our Bureau

Mumbai , Sept. 28

AAREN Initiative, the out-of-home company of Lintas India's Integrated Marketing Action Group, has launched India's first indigenous integrated outdoor planning software called AIPT (Aaren Initiative Planning Tool) and a unique operations management software called AIMS (Aaren Initiative Media System).

AIPT will not only rate and rank outdoor sites in eight cities, but will also have the latest pictures of the site from different angles to facilitate a virtual site-selection process based on ratings, rankings, visual inspection of photographs as well as the sites' fit with the media planning process. With this, the site selection process can be scientifically concluded without the need of physically going out.

AIMS allows end-to-end software-based management of clients' outdoor media investments and tracks operational issues such as rates, sizes, estimates, invoices and monitoring.

"AIPT is probably the first step that Indian outdoor advertising industry has taken towards professionalising the outdoor planning process and I am proud that Aaren Initiative has led this revolution," said Mr Ashish Bhasin, Director-Integrated Marketing Action Group, Lintas India.

"Since the Aaren Initiative is expanding so rapidly and offers new services in over 108 cities and towns, a software like AIMS was necessary to provide streamlined, real-time services to clients. As a part of the expansion drive, we have added on new professionals and this made it necessary for us to invest in a new, modern office, which was inaugurated recently.

"This ergonomically-designed office is the first wire-free-enabled outdoor agency office in India, with outdoor murals and display systems," he added.

LG Electronics, BPCL, HSBC, LG-CDMA, Pantaloons, Big Bazaar, Motul, BILT, Thai Airways, Eveready and 26 other clients have appointed Aaren Initiative as their outdoor partner.

Aaren Initiative is a part of Lintas India's Integrated Marketing Action Group (IMAG), which also has Linterland (rural), dCell (strategic design), Lin Opinion (public relations), Advent (events), Lowe Personal (CRM & direct marketing), Lintertainment (entertainment marketing) and Lowe Healthcare as its members.

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