MAM
Lintas rolls out ‘The Collaborative’
MUMBAI: In a bid to consolidate its focus on strategic thinking, Lintas Media Group (LMG) has rolled out ‘The Collaborative‘, a central team that will focus on development and application of knowledge and systems for next generation media planning.
The new division to be headed by LMG president Premjeet Sodhi will cater to business units including LMG, Karishma Initiative and Aaren Initiative.
“The media agencies are undergoing a re-engineering as the media consumer evolves due to fragmentation of current media in content and form and emergence of new media. The media practices can no longer be skewed towards traditional forms of communication and we are defining newer ways of approaching the subject of communication design,” said Sodhi.
‘The Collaborative‘ will bring together domains of planning sciences, buying analytics, consumer and category landscape which were earlier operating as independent teams.
Averred LMG chairman & CEO Lynn de Souza, “Today, each of the teams has developed an enviable body of knowledge in their respective areas. The formation of a common team under the banner of ‘The Collaborative‘ will build synergies in their growth and enable efficient harvesting of the knowledge for application to the whole business.”
MAM
Valvoline launches FIFA World Cup 2026 global campaign
Campaign highlights fan journeys and mechanics powering travel worldwide
MUMBAI: From kick-off to kilometres, Valvoline is fuelling more than just engines this World Cup. Valvoline Global Operations has unveiled its global campaign for the FIFA World Cup 2026, spotlighting the journeys fans undertake to witness the game while quietly tipping the hat to the mechanics who keep those journeys on track. Titled “The Original Engine Oil. For the Driven.”, the campaign leans into the emotional and physical commitment of football fans travelling across cities and countries, reframing mobility as an integral part of the sporting experience.
At its core is Valvoline’s first FIFA World Cup-themed ad film, which parallels the evolution of the brand spanning over 160 years with the enduring passion of fans. Produced in Chile by We Are Laugh, the film stitches together moments of anticipation, preparation and connection that define matchday journeys, whether it’s a cross-country drive or a short ride with friends.
The narrative extends beyond fans to spotlight the often-overlooked ecosystem behind the scenes mechanics and service professionals who ensure every trip runs smoothly. The brand positions itself as a constant companion across these miles, reinforcing its legacy in powering mobility.
Valvoline Global chief brand officer Michael Kirtman said, the campaign celebrates both the fans who “go the distance” and the people who make those journeys possible.
The rollout has already begun in India and will expand globally in May, covering markets such as the United States, China, Australia, Canada, Thailand and Saudi Arabia. The campaign will be amplified through a multi-channel mix, including television, digital out-of-home, radio, social platforms and experiential activations.
In a World Cup defined by goals and glory, Valvoline is telling a quieter story, the one measured not in minutes, but in miles.
