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PointNine Lintas wins creative and media mandate for Liberty General Insurance in India

PointNine Lintas, an agency that is part of the MullenLowe Lintas group in India has won both the creative and the media business for Liberty General Insurance.

Speaking about the win to Mumbrella, PointNine Lintas CEO Vikas Mehta said: “The client had initiated a search for creative and media agencies and we were able to win the combined mandate.” He declined to name the other agencies in the pitch and said there was no incumbent.

Mehta: There was no incumbent

Liberty General Insurance which claims to be one of India’s fastest growing general insurance firms is a joint venture between the US-based Liberty Citystate and the Indian DP Jindal Group. It was previously known as Liberty Videocon and had last created a film in 2016 celebrating the ‘unsung heroes’ of India.

Liberty General Insurance India’s president of personal lines, banks and affinity and marketing, Pankaj Arora said: “As part of our marketing strategy, we are embarking on our first ambitious brand outreach program.

“We found the strategic and holistic approach of PointNine Lintas compelling and felt that they were the right partners to help us create a roadmap for our brand campaign.

“We believe that the brand campaign will help us establish greater emotional connect and recall among larger public.”

Mehta added: “The Liberty win is another example of the magic that happens, when you bring creative and media skill sets under one roof.

“We are delighted to see our omni-channel approach working. The more important task of creating a sharp position and go-to-market plan for Liberty Insurance begins now and I have great faith in our team to make it a success.”

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