The Hindu Business Line : IMAG to spread wings in Asia

LINTAS India's Integrated Marketing Action Group (IMAG) will extend its expertise to clients and affiliate companies in Indonesia, China and Bangladesh next year, following the successful completion of key projects abroad this year.

"IMAG has developed a world-class product with a few of its divisions servicing key accounts in Egypt and Thailand. We expect more of our divisions to serve accounts abroad next year," Mr Ashish Bhasin, President, IMAG, told Business Line.

Linterland, the rural marketing division of Lintas IMAG, had received a shot in the arm with its clients and affiliates in Indonesia asking it to replicate its rural marketing model for the Indonesian countryside. The project is likely to take off next year.

Dcell, the high-end design and packaging division of Lintas IMAG, has been offering its consultancy to Unilever's Clear Shampoo in Thailand. The project involved conceiving a design identity, creative designs for advertisements and templates for communications in other countries.

Dcell has also put its Indian resources to market Egypt's largest selling soap called Good Morning. It is on the verge of signing up few key clients in West Asia.

"When most Indian agencies import Western ideas to fulfil their strategic marketing needs, it is encouraging to know that we are in a position to offer our services to other countries. We have also received enquiries from China and Bangladesh," said Mr Bhasin.

These business enquiries also endorse the beginning of a phase where the through-the-line medium is being seriously considered as effective and relevant as its traditional cousins. Keeping in mind its current growth, it could also rub shoulders with the traditional medium by the end of this year.

" The traditional medium is growing at 5-7 per cent annually, which is way behind the rate at which through-the-line medium is growing. We expect the total ad pie to be equally shared between both media by the end of next year," Mr Bhasin added.

IMAG, one of the fastest growing divisions of advertising communications major Lintas India, includes Lintertainment (entertainment marketing), Lowe Personal (direct marketing and customer relationship management), Lowe Healthcare (healthcare communications), LinOpinion (public relations), Advent (conferences) and Aaren Initiative (outdoor), besides Linterland and D-Cell.