MullenLowe Lintas Group Forays into Content & Entertainment Biz

The enterprise, named Lintas C:EX, will likely be led by Yogesh Manwani as President
MullenLowe Lintas Group has unveiled a specialised content material enterprise unit below the Lintas C:EX (Lintas Creative Executions) model.
“The unit known as Lintas C:EX Entertainment will create Content & IP that entertains and engages.  It has ambitions to develop, create, produce and distribute distinct types of curated and authentic content material chopping throughout genres, languages and codecs. Not solely will the unit create authentic content material for varied streaming platforms, it should additionally work with model companions to create and distribute ‘content material for & by manufacturers’. Lintas C:EX Entertainment may also assist manufacturers determine and take part in related content material led advertising alternatives,” the company mentioned.
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“India has witnessed tectonic shifts within the areas of digital adoption. The pandemic has had a considerably everlasting affect on the best way content material and leisure is consumed. The Media and Entertainment trade in India is predicted to develop to USD 55 billion by 2025 at a CAGR of about 10%. Additionally, Indians have gotten information guzzlers, with information consumption rising from simply 700 mb a month to over 11 GB – with content material and leisure getting the biggest share of the pie,” it mentioned additional.
To lead the Entertainment enterprise unit at Lintas C:EX, Yogesh Manwani, a seasoned M&E specialist has been appointed as President. Manwani comes with a wealthy and diversified expertise of over 2 a long time throughout totally different aspects of the Media & Entertainment enterprise having labored in organizations corresponding to Star, ZEE5, and most lately, Applause Entertainment as Head Revenue & Marketing. He was concerned in a number of premium drama collection like Scam 1992, Criminal Justice, Hostages, Undekhi, Avrodh, Mind The Malhotras, Bhaukaal, Chakravyuh and Call My Agent to call just a few.
Speaking concerning the formation of the brand new enterprise constructing block and the management announcement, Virat Tandon – Group CEO, MullenLowe Lintas Group mentioned: “We are seeing an enormous surge of digital content material, platforms, creators in addition to viewers and this area is barely going to develop within the coming years. Lintas is uniquely poised on the intersection of highly effective concepts that form popular culture, grasp artistic storytelling, extraordinary video manufacturing means and bold manufacturers and purchasers. Lintas C:EX Entertainment is the logical subsequent step for us to unlock the large potential that lies forward of us. In the previous, we’ve had just a few tactical brushes with this area. The memorable ones have been when Alyque was concerned with producing the pilot for “Karamchand” after which later after we conceptualised the present “Smart Shrimati” for model Wheel. This time, Lintas C:EX Entertainment is a deliberate and a strategic foray into authentic and branded content material area. There couldn’t be a greater individual than Yogesh Manwani to steer this enterprise. He comes with a deep expertise within the authentic content material enterprise. He is a giant believer in our imaginative and prescient for Lintas C:EX Entertainment and I’m certain he’ll make it a hit.”
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Speaking concerning the unveiling of Lintas C:EX Entertainment, Amer Jaleel – Group CCO & Chairman, MullenLowe Lintas Group mentioned: “We are breaking the shackles of the advert company descriptor that we had imposed on ourselves. There has been such an abundance of expertise that has sprung from Lintas and gone on into the world of leisure, I’ve no clue why we didn’t give it the shot it deserved up till now! With Yogesh on the helm of this fully separate and impartial initiative, we’re opportunising the period of authentic content material and content material for manufacturers, that’s landed smack in our lives! Yogesh will spearhead, form and construction Lintas C:EX Entertainment into probably an equal or larger rival to our model and marcomm enterprise. He has each the relationships and the expertise in constructing channels, platforms, mental properties which is able to now propel the Lintas group into a full-blown media and leisure powerhouse.”
In his earlier roles, Manwani has managed obligations throughout varied content material genres – Hindi News, Regional News, Regional Entertainment, Hindi Entertainment & English Entertainment – throughout mediums corresponding to TV and digital. He has dealt with diversified challenges like enterprise launches and switch arounds, model technique, buyer acquisition & retention, market growth and internet online affiliate marketing. In his function as President at Lintas C:EX Entertainment, Yogesh will work with Naveen Gaur, who’s accountable for the brand new and specialised strains of enterprise at MullenLowe Lintas Group.
Reacting to his appointment, Yogesh Manwani mentioned: “MullenLowe Lintas Group enjoys a robust status of constructing and efficiently reworking many fashionable and robust manufacturers throughout varied classes due to its means of understanding, forecasting and leveraging client behaviour. Backed by sturdy, fearless and visionary management, the Group is on a essential self-transformational journey. Entering the Content enterprise is an integral and essential a part of this journey and with acceleration of the creator economic system it couldn’t have been higher timed. The long run imaginative and prescient that Group’s management has for this impartial and specialised enterprise below the Lintas C:EX model is what excites me to steer this mandate. I look ahead to bringing my expertise and learnings to the desk that would assist in constructing this content material firm because the magic glue that binds content material creators with model homeowners & platform companions.”
A UCLA Anderson alumnus, Manwani has shouldered obligations of a number of facets of the Media & Entertainment enterprise like Business Strategy, Marketing Strategy, Content Strategy, Content Marketing, Development, Acquisition, Licensing & Monetisation. Manwani’s appointment is with speedy impact and can function from the Mumbai HQ of MullenLowe Lintas Group.
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