Saint-Gobain Gyproc awards its digital duties to LinTeractive

The agency is Lowe Lintas' digital arm[/caption]

Manufacturers of gypsum boards and plaster systems, Saint-Gobain Gyproc India (formerly India Gypsum), has awarded its digital AoR to Lowe Lintas's digital arm, LinTeractive.Lowe is the brand's creative agency. The digital agency will offer Gyproc services such as creation of a new website, SEO, SEM, digital media planning and buying, social media marketing and digital campaign creation.

Speaking about the development,NE Subramanian, head of marketing, Saint-Gobain Gyproc India said, "The choice of LinTeractive was influenced by the fact that it is a partnership with Gyproc's ATL agency (Lowe Lintas). This was seen as an important factor in ensuring the work across mediums was integrated and spoke the same language to the consumer."

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Adding further on the partnership, Subramanian said that the teams handling Gyproc across both agencies, LinTeractive and Lowe Lintas, are working closely to ensure that the brand message is being delivered seamlessly. "This includes creating a 360 degree campaign for Gyproc where the mass media work creates awareness and leads consumers to the Gyproc website where they are given more specific information that helps them in their decision-making journey. The campaign has been developed with this on and offline interaction as the focal point, making the partnership with LinTeractive integral to its success," added Subramanian.

Commenting on the association with Gyproc,Vikas Mehta, CMO, Lowe Lintas and Partners and LinTeractive's head said, "Gyproc is another great opportunity for us to build a seamless brand story on and offline. It's tempting to assume that a category like gypsum boards should be largely B2B and hence boring. We believe Gyproc has the potential to move the conversation from Gypsum boards to great-looking-ceilings. We are delighted to partner Gyproc in the journey and look forward to playing a role in creating business success for the brand."