MUMBAI: Advent, the events marketing division of Lintas India’s Integrated Marketing Action Group (IMAG), has been appointed by Mattel Toys for the execution of the 1st national school scrabble championship.

The championship is for students between the age group of 7-15 years. The contest will be targeted at 250 schools in Mumbai, Delhi, Kolkatta, Bangalore and Pune.

"We are very happy to partner Mattel Toys for this championship and I am sure that Ameer Ismail, Sean Kennedy and their team will help make this a grand success. It is heartening to see Advent taking on prestigious assignments like these. Advent is emerging as a key member of Lintas IMAG", said Lintas India director – IMAG Ashish Bhasin.

Mattel Toys (I) vice president marketing Nanette D'sa says, " Now in its 56th year, with over 100 million sets of the game having being sold in 29 different languages in 121 countries, Scrabble is by far the world's best selling word game. In India, our efforts have always been to try and give young players and enthusiasts alike a platform where they can make "every word count" and learn all about having fun with words. The first-ever national school scrabble championship is our latest endeavor in that regard".

Besides, Advent, Lintas India’s Integrated Marketing Action Group (IMAG), comprises Linterland (Rural Marketing), dCell (Strategic Design), Lin Opinion (P.R.), Advent (Events), Lintas Personal (CRM & Direct Marketing), Aaren Initiative (Out of Home) Lintertainment (Entertainment Marketing) and Lintas Healthcare.