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Lintas Live wins PR & communications mandate for Valvoline-Cummins India

Tasked to deploy its creative-led approach to craft a brand narrative & reimagine brand communicat

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MUMBAI: Lintas Live has won the PR and communications mandate for Valvoline-Cummins Pvt Ltd, post a multi-agency pitch. The engine oil brand has chosen Lintas Live to help reimagine the brand’s PR, communication outreach and partner connect strategy for India. The brand will be led by Lintas Live’s Delhi office.

Lintas Live, with its digital and creative offerings, is intent on creating an impactful brand narrative and memorable brand campaigns to drive home the brand promise – ‘The Original Engine Oil’. The ambition is to make Valvoline-Cummins India a household name and the most preferred partner brand across the automotive landscape, said the press statement. "The digital agency will help curate an overarching communication framework for the brand including brand image and corporate reputation building, targeted at its internal and external stakeholder communities," it added.

Valvoline-Cummins, India chief marketing officer, Ipshita Chowdhury said, “Lintas Live not only demonstrated an exemplary understanding of our brand environment but also showcased an exceptional perspective on approaching the brand asks. We have aggressive plans for India and we needed an equally agile partner to help us achieve our aspiration. I believe Lintas Live, given its legacy and successes, is the perfect partner to etch indelibly, our brand journey in India.”

Lintas Live, president, Ameer Ismail said, “We are honoured to partner with the brand in its communications 2.0 India journey. There are a lot of synergies that we share with Valvoline-Cummins, India. Constant innovation and a customer-centric approach are at the heart of their brand promise and the brand professes a rich history, much like the Lintas Live ethos. This mandate is very prestigious for us, and we are committed to make this alliance a huge success.”

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