Lintas Live Appointed by Valvoline-Cummins for PR

Valvoline-Cummins has chosen digital-first PR agency Lintas Live to help reimagine the brand’s PR, communication outreach and partner connect strategy for India. The account was won following a competitive pitch.

Lintas Live 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. This partnership e is aimed at creating a unique positioning for Valvoline-Cummins, India and match communications to its growth ambitions.

Lintas Live will focus on creating an impactful brand narrative and memorable brand campaigns to drive home the brand promise –‘The Original Engine Oil’.


“We are excited to partner with Lintas Live, an agency that mirrors our passion. Lintas Live not only demonstrated an exemplary understanding of our brand environment but also showcased an exceptional perspective on approaching the brand asks,” said Ipshita Chowdhury, Chief Marketing Officer, Valvoline-Cummins, India.

“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. I am delighted to onboard them.”

The brand will be led by Lintas Live’s Delhi office.

“We are ecstatic with this win. Valvoline Cummins is not just an industry pioneer but the original engine oil brand of the world. We are honoured to partner the brand in its communications 2.0 India journey,” said Ameer Ismail, President, Lintas Live.


“There are a lot of synergies that we share with Valvoline-Cummins, India. Constant Innovation and 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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