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<ul><li><keyword id="23599" type="ORGANIZATION" weightage="20" keywordseo="cry">CRY</keyword>'s campaign is aimed at building awareness on the importance of India’s girls completing their secondary education and the positive correlation it can have on the inclusive socio-economic growth of the country.</li><li>The campaign has been launched in collaboration with <keyword id="10059988" type="UNKNOWN" weightage="20" keywordseo="lintas-live">Lintas Live</keyword>.</li><li>The campaign idea is rooted in the hard data from a recent McKinsey Gender Parity Study (2018) that clearly states that employment of girl child can add $770 billion to India’s GDP.</li></ul>CRY (<keyword id="6514873" type="UNKNOWN" weightage="20" keywordseo="child-rights-and-you">Child Rights and You</keyword>) launched a national campaign titled #PooriPadhaiDeshKiBhalai to build awareness on the importance of India’s girls completing their secondary education and the positive correlation it can have on the inclusive socio-economic growth of the country. The campaign has been launched in collaboration with Lintas Live and seeks to inspire India’s citizens to come together and pledge their support for the cause. As a part of this film, Lintas Live partnered with Absolute Productions to deliver this heartwarming film, set against the backdrop of rural heartland of the country, where the protagonist – a young girl – innocently leads a potential investor to hark upon the real investment potential of the country. The ‘Big Impact’ of investing in the idea of supporting every girl to complete her secondary education is validated by stark statistics recounted by an educationist who enumerates the long-term economic benefits that this could bring to the country. <div type="Youtube" id="BTAKHhHHdOw" title="CRY | #PooriPadhaiDeshKiBhalai" thumbUrl="https://i.ytimg.com/vi/BTAKHhHHdOw/mqdefault.jpg"></div> Speaking about the campaign, <keyword id="10055924" type="PERSON" weightage="20" keywordseo="sarvesh-raikar">Sarvesh Raikar</keyword>, Creative Head, Lintas Live said, “Several films and PSAs around education, especially on girl-child education, have been done before. Our challenge was how do we make our message stand out? How do we shine a spotlight on the importance of completing secondary education? Which is why, we took the route of showing it as an investment and actually demonstrate the returns - with hard-hitting numbers. The fact that the campaign has been launched in March further made the theme sharper – as that's when investments are top of the mind for the country." Commenting on the initiative, <keyword id="1087789" type="PERSON" weightage="20" keywordseo="Puja-Marwaha">Puja Marwaha</keyword>, CEO, CRY said, “In the four decade-long journey of CRY, ensuring education for the girl-child – especially the ones living in remotest of places and within marginalised communities – has always been very close to our heart and at the top of our programme agenda on the ground.” “We do hope that the campaign #PooriPadhaiDeshKiBhalai, and the way the film captures the essence of the core issue of girl-child education with an imaginative articulation, will be able to mirror the largeness of our mission and purpose. The campaign intends to bring to light the importance of secondary education for the girls and table the positive potential that such investment will bring to the country’s socio-economic growth. We urge people from all walks of life to come forward, take note and support the cause,” Puja added. Speaking about the campaign, <keyword id="3345614" type="PERSON" weightage="20" keywordseo="Ameer-Ismail">Ameer Ismail</keyword>, President, Lintas Live said, “We are truly honoured to partner with CRY for promoting a true cause that impact lives and I am so proud of the team that has worked on this with passion. This campaign is a true reflection of our creative capabilities at Lintas Live with digital – first amplifications at the very heart of its execution.” The storytelling is simple, easy and straight from the heart, as the film aims to narrate one of the starkest socio-economic realities of the country. Keeping in mind the fact that around 38 per cent of girls in India, between 15 to 18 years, are out of school (RGI Census 2016 &amp; UDISE data 2016-17) and that the drop-out rates for girls increase dramatically from 4.30 per cent in primary schools to 17.01 per cent in secondary school (UDISE 2018-19), the film looks at secondary education of girls as the most potent of investments towards a brighter future and a robust economy. The campaign idea is rooted in the hard data from a recent McKinsey Gender Parity Study (2018) that clearly states that employment of girl child can add $770 billion to India’s GDP. The film concludes with a plea to invest in the future of the nation by investing in the secondary education of the girl child and help harness the economic strength of the nation’s latent potential.

CRY's latest campaign focuses on the importance of girls completing their secondary education and its direct correlation to the country's growth

<ul><li>MullenLowe Lintas Group has today announced the launch of its digital-first creative <keyword id="86164" type="ORGANIZATION" weightage="20" keywordseo="PR">PR</keyword> agency Lintas Live in India. </li><li>In an industry-first move, by a PR agency, Lintas Live has appointed <keyword id="10055924" type="PERSON" weightage="20" keywordseo="sarvesh-raikar">Sarvesh Raikar</keyword> as its Creative Head.</li><li>We talk to <keyword id="3345614" type="PERSON" weightage="20" keywordseo="Ameer-Ismail">Ameer Ismail</keyword>, (current) President GolinOpinion and <keyword id="2965478" type="PERSON" weightage="20" keywordseo="Virat-Tandon">Virat Tandon</keyword>, Group CEO, MullenLowe Lintas Group about what this transformation really means and why it was necessary.</li></ul>With an aim of transforming GolinOpinion into a digital-first, creative PR agency, <keyword id="9880212" type="COMPANY" weightage="20" keywordseo="the-mullenlowe-lintas-group">the MullenLowe Lintas Group</keyword> has rebranded GolinOpinion as Lintas Live. Owing to the fact that consumers are spending more and more time online and the Digital medium has become a critical medium in a brand’s journey of brand-building, this newly launched PR and Communication agency’s framework will now be powered by data-led insights and LIVE storytelling across digital and conventional platforms. To also do justice to its promise of transforming into a PR agency that is led by creative thought, in an industry-first move, MullenLowe Lintas Group has also announced the appointment of Sarvesh Raikar as its Creative Head. The agency that was founded in 1990 has over the years had a rich roster of clients that include Seiko, Etihad Airways, Tata Starbucks, Sony Pictures Networks and Porsche. This transformation move comes at a time when how brands communicate and consumers behave is evolving on an everyday-basis. The aim of the agency is to catch the pulse of every trending and topical conversation happening online, and using creativity to make brands a part of the trends. To understand what this rebranding would entail and how things will change while also remaining the same, we caught up with Ameer Ismail, (current) President GolinOpinion and Virat Tandon, Group CEO, MullenLowe Lintas Group. They shed some light on how the rebranding and restructuring will transform not just the way they work as an agency but also will help them come up with relevant communication to help brands in their brand-building journey. Excerpts: Q) How did the idea of this transition to Lintas Live come into being and why was it necessary? VT: We had started this conversation even before Covid. Firstly, we wanted to create a digital-first PR offering and secondly, we have a global play in PR as MullenLowe in the US, Europe and Singapore and we wanted to bring that model into the country. We have been working on this transition for the last 4 months now and we are happy to share that we’re going to launch a digital-first and also a creative-first PR offering. It’s a bold move, but it is something that the market needs right now. What also makes it special is that the last 6 months we have been seeing a lot more digital adoption by marketers and therefore it was the perfect time for us to launch this. AI: I have seen the world of PR change quite significantly. If you look at the reality of news today, consumption and sharing of information is all in real-time and that’s the genesis of our thinking that we needed to re-organize and reorient ourselves in this new reality. Q) What exactly does a digital-first and creative first agency mean? VT: There was a time when opinions were made on news media itself. That time has really changed now. Today people in the networked platforms with opinions, who are leading conversations, really matter for corporates and brands. Therefore, a lot of opinions are being created and shared online. The other part is, there is so much data available online that can really inform your PR strategy. That is something we are keen to tap into. The other bit is as a creative agency, our PR offering is a standalone company but as a DNA, we bring to the category a creative might which we feel is becoming increasingly relevant even in the PR space and we wanted to leverage that and bring a big creative punch into our work and campaigns. Sarvesh Raikar, a very senior creative head at Lowe Lintas who is already running a big team that does the global creative work on Lifebuoy and various other mandates, will be coming on board in addition to that role, as the creative head for the new company. AI: Our new name Lintas Live reflects that in today’s environment. Today, everything about brands, be it an individual or a corporate brand, or a brand that you as a consumer go out looking for, needs live conversations. Today, the landscape has changed drastically. People are no longer exclusively dependent on a certain channel for news. They consume news through social platforms and portals and so many other repositories of information that this kind of intervention from an agency is the most important criteria in this new world that we’re living in. That reality got fuelled increasingly more after the pandemic hit us. We have seen information and data that suggests it’s going to continue for sometime and we are not going to lose our dependency on this kind of information that we need to consumer. And information leads to choice and in that mix, the relevance and abundance of data and how you use it to carve out insights is extremely critical. From a PR and storytelling point of view, it can give you a rich base of information that will help you carve out your PR strategy for clients and that will be a visible differentiator as we move forward. And if you look at it from a future play, it’s the predictive capabilities of AI and machine learning that will give you a chance to see conversations and trends and then decide how to place your brand conversations there. Q) The restructuring will also mean the way you work will see a transformation. How are you driving this change within the organization? VT: We’ve seen this coming and there is a fair bit of distance we have already travelled in the way we work today. The team has already been working on some campaigns following this line of thought and that gave us a lot of confidence. We were in a very good place to concretize this offering. The only new piece we are bringing in now is a creative lead and a little later, a digital lead. We have some capability in data and digital but we will strengthen that further. AI: Our day-to-day working will change. We are restructuring some part of the group into what we call live communities that will help in adding value to what we are currently doing. This will be different from a PR agency structure and offering but the core of what we do will remain the same. We’re still committed to impactful storytelling for clients and brand-building for them through earned media and whatever else that we do. We anyway have a very strong social media team and ecosystem that is part of our PR offering which we launched a number of years ago. Within that there are creative people and content colleagues. All we intend to do is to power this much further to reflect the kind of promise and offering that we have planned. Q) You speak about forming live communities within the agency. Can you tell us more? AI: Our transformation also means we are reorganizing our team members into live communities. We will have 3 communities who we are calling Trendspotters, Creative Architects and Newjackers. Trendspotters are a team of people who extremely enthusiastic about the digital universe. They will scan this universe for relevant news and conversations, track what is trending and capture relevant topics in client reports. These days, if there is a trending conversation, it gets picked up by news media and gets cascaded on to TV too. We are looking for opportunities like these through our trendspotting team that can be relevant for our clients. Once they capture that news or information, they pass it on to the second group, the creative architects who will understand where the opportunities lie and start churning out content relevant to that particular trend or insight that can in turn be flipped back to the client for approval and that can go out as information in interesting formats. And this second community is the one that will be powered by Sarvesh and some additional people who will get new kind of competencies to deliver that promise. The last community is that of the newsjackers. This is the team that will take this content developed by creative architects to journalists or bloggers or any other mediums that is best suited to get conversations going on the brand. These three communities will interplay to really enrich and bring alive our vision. Q) Going ahead, as this transformed PR agency, what will the key focus areas of Lintas Live be? AI: We have had a long and successful journey. The business was launched by the agency in the 90’s. We have had a long tenure where we’ve worked with clients across every imaginable sector. We enjoy fantastic relationships with them even today. If you look at the future play of what we intent to do, it’s bucketed under corporate brands and brand PR. Those are the 2 areas of focus which will continue to be important to us as we grow our business. VT: Delivery-wise, we’re looking at the traditional PR which is media training and relations etc but also further strengthening our influencer practice, social media as well as our content business. We have added the ‘live’ in our name because we are living in a digital, always-on, connected ecosystem which therefore leads to opportunities for brands and corporates every minute. We want to be there with our finger on the pulse and be able to act on those opportunities to help our clients. Watch the video here: <div type="Video" msid="78511805" hostid="261" title="The MullenLowe Lintas Group launches Lintas Live" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=78511805"></div>

As MullenLowe Lintas Group rebrands GolinOpinion to Lintas Live, Ameer Ismail and Virat Tandon tell us everything that will change, and everything that won’t

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CRY's latest campaign focuses on the importance of girls completing their secondary education and its direct correlation to the country's growth

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As MullenLowe Lintas Group rebrands GolinOpinion to Lintas Live, Ameer Ismail and Virat Tandon tell us everything that will change, and everything that won’t

Samarpita Banerjee

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