Brands
MullenLowe Media Mub comes to India as Lintas MediaHub
MUMBAI: MullenLowe Mediahub from MullenLowe Group has entered India and will operate as a division of MullenLowe Lintas Group’s omnichannel agency, PointNine Lintas. Lintas Mediahub is being launched as a full-service media offering for a digitised world, and will offer media strategy, communications planning, media planning and buying across all touch-points, both on and offline. The agency will also include a performance marketing offering and a programmatic buying engine.
In India, Lintas Mediahub aims to offer a counterpoint to the current crop of monolithic, volume hungry, singularly data-obsessed media agency models. As a part of the omnichannel offering of PointNine Lintas, it is designed to bring creativity and media together.
PointNine Lintas CEO Vikas Mehta says, “The separation of creative and media in the past two decades has gradually sucked ideas out of the media business. Media innovations have been largely ‘standardised’ and whilst there are some breakthroughs, they are few and far between. With Lintas Mediahub, we want to bring ideas back to the heart of the media offering. The addition of media capabilities to our service stack brings PointNine Lintas another step closer to our omnichannel vision.”
Lintas Mediahub will be headed by Vidhu Sagar, who joins as national director for media and will be based in Mumbai. Sagar joins from WPP where he was the business lead at Global Team Blue (GTB) – WPP’s integrated agency for Ford Motors. Prior to that he was an EVP at Carat Media India, served as general manager, FCB‐Ulka Delhi and was also head of marketing at India Today Group, amongst other roles.
Sagar comes with rich experience across the diverse disciplines of media planning, brand strategy and account management. Throughout his career he has acted as a brand champion for groundbreaking communication solutions for a variety of clients, including international brands such as BMW, General Motors, Ford, British Airways, Bausch & Lomb, Tropicana, MasterCard, Reebok, and Bose, as well as prominent Indian players such as ITC, Dabur, Hero, HCL, NIIT and Muthoot Group.
Lintas Mediahub national director for media Vidhu Sagar notes, “I am extremely excited to join Lintas Mediahub. It’s a magical combination really. PointNine Lintas, with its omnichannel thrust and an unmatched service stack, is uniquely positioned to address the growing need for a comprehensive surround approach to communication planning. And MullenLowe Mediahub, a robust yet edgily creative, media agency group, remains unparalleled across the globe in its appeal. Lintas Mediahub will be the perfect amalgam of science and art, seamlessly fusing logic with lateral thinking. We hope to challenge the status quo by adding a layer of imaginative thinking that’s missing from the offering of most media agencies today.
Lintas Mediahub will offer its services to clients across agencies of MullenLowe Lintas Group in India – Lowe Lintas, Mullen Lintas and PointNine Lintas. The launch in India, marks the expansion of the MullenLowe Mediahub network into 14 cities around the world, including Los Angeles, New York, London, Sydney, Singapore, Tokyo and Shanghai. Recently MullenLowe Mediahub was named MediaPost’s Creative Media Agency of the Year for the second consecutive year, and has an enviable client list that includes Chipotle, Eurosport, JetBlue, Harley-Davidson, Netflix, Royal Caribbean, Staples, and Western Union.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
