MUMBAI: Aaren Initiative, the outdoors arm of Lintas India’s Integrated Marketing Action Group, has clinched the outdoor business of Tata Indicom’s Madhya Pradesh & Chattisgarh circles. Aaren Initiative earlier this year also won the Tamil Nadu circle.

Tata Indicom is is amongst the largest out-of-home advertisers in India. Other agencies in the fray were RMG David and Prime Time; the latter being the incumbent.

Tata Indicom officials confirmed the development to Indiantelevision.com, stating that the first phase of activity would involve a one month focussed tactical campaign. The competitiors in the MP & Chattisgarh circle being Reliance, Idea and Airtel.

Aaren Initiative managing director and IMAG director Ashish Bhasin states,"We won the account as we focussed on innovation as well as due to the Aaren initiative of transparency, better rates and better planning."

Bhasin further added that Aaren Initiative would be looking at very high levels of service, speed of response and innovations to add value to Tata Indicom in MP & Chattisgarh. "The investments Aaren Initiative has made in professionalising the outdoor industry and introducing planning softwares like AiPT and AiMS for the first time in India, is now standing us in good stead."

The brief from Tata Indicom is very clear - To ensure high impact visibility and be cutting edge in these circles. The overall Tata indicom account is pegged at Rs 300 million.

AiMS (Aaren Initiative Media System) is a proprietary planning tool developed by Aaren Initiative that claims to provides error free and efficient operations in the outdoor field.

AiPT, another proprietary planning tool, lists more than 9,000 out of home options in nine cities, along with different angles of photographs, access maps and a unique rating system and visibility score.

In 2005, Aaren Initiative has expanded its operations to handle out of home operations in more than 126 cities and towns, for blue chip clients like LG CDMA, Pantaloons, Big Bazar, Mont Blanc, Motul Lubricants, The Hindu, Bilt, Thai Airways Sutherlands, CNBC Group, Indus League and Dena Bank, to name a few.

Aaren Initiative is a member of Lintas India’s Integrated Marketing Action Group which also has Linterland (Rural), dCell (Strategic Design), Lin Opinion (PR), Advent (Events), Lintas Personal (CRM & Direct Marketing), Lintertainment (Entertainment Marketing) and Lintas Healthcare as its members.