MullenLowe Lintas Launches Specialized Content Unit Lintas C:EX Entertainment

MullenLowe Lintas Group has unveiled a specialized content business unit under the Lintas C:EX brand. Lintas C:EX Entertainment will create Content & IP that aims to entertain and engage.

It has ambitions to develop, create, produce and distribute distinct forms of curated and original content cutting across genres, languages, and formats. Not only will the unit create original content for various streaming platforms, it will also work with brand partners to create and distribute ‘content for & by brands’.

Lintas C:EX Entertainment also aims to help brands identify and participate in relevant content-led marketing opportunities.

 
 

To lead the Entertainment business unit at Lintas C:EX, Yogesh Manwani has been appointed as President. Manwani has over two decades of experience across different facets of the Media & Entertainment business having worked in organizations such as Star, ZEE5, and most recently, Applause Entertainment as Head Revenue & Marketing.

“We are seeing a huge surge of digital content, platforms, creators as well as viewers and this space is only going to grow in the coming years. Lintas is uniquely poised at the intersection of powerful ideas that shape pop culture, master creative storytelling, extraordinary video production ability and ambitious brands and clients. Lintas C:EX Entertainment is the logical next step for us to unlock the huge potential that lies ahead of us,” said Virat Tandon – Group CEO, MullenLowe Lintas Group.

“There couldn’t be a better person than Yogesh Manwani to lead this venture. He comes with a deep experience in the original content business. He is a big believer in our vision for Lintas C:EX Entertainment and I am sure he will make it a success.”

 
 

Manwani has managed responsibilities across various content genres – Hindi News, Regional News, Regional Entertainment, Hindi Entertainment & English Entertainment – across mediums such as TV and digital. In his new role at Lintas C:EX Entertainment, Yogesh will work with Naveen Gaur, who is responsible for the new and specialized lines of business at MullenLowe Lintas Group.

“MullenLowe Lintas Group enjoys a strong reputation of building and successfully transforming many popular and strong brands across various categories thanks to its ability of understanding, forecasting and leveraging consumer behaviour. Backed by strong, fearless and visionary leadership, the Group is on a critical self-transformational journey,” said Manwani.

“Entering the Content business is an integral and important part of this journey and with acceleration of the creator economy it could not have been better timed. The long term vision that Group’s leadership has for this independent and specialised business under the Lintas C:EX brand is what excites me to lead this mandate. I look forward to bringing my experience and learnings to the table that could help in building this content company as the magic glue that binds content creators with brand owners & platform partners.”

 

 

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