Vivek Lakhwara is promoted as CEO in Aaren Initiative.Aaren Initiative is the out-of-home company of Lintas IMAG.
Lakhwara has over 20 years’ experience in media and advertising, of which 13 years have been in space marketing. He had earlier worked with Indus Ind Media, Chitralekha, Indian Express and Nestle, among others.
Prior to this, Lakhwara has been President, Aaren Initiative. He had joined the Lintas family eight years ago.
Chairman Lynn de Souza, Aaren Initiative, said,“Vivek has been with the company for the past four years, and has effectively managed it as its President since 2006. Under his leadership, the company has grown very rapidly to become the second largest agency in the out-of-home space, with a blue chip roster of clients and truly innovative solutions. This appointment, replacing Ashish Bhasin, formerly MD of Aaren Initiative, is a recognition of the valuable contribution he has made.”
Lakhwara says, “The way OOH is moving, it is no more about the 40×20 hoarding. It’s about understanding the brand, the brand proposition and going beyond the hoarding. That’s our plan for the immediate future. Going forward, Aaren Initiative is poised to become the agency of choice for all advertisers who look at out of home media as the communication channel of the future.”
The recent new business gains at Aaren Initiative include Nokia, DNA and JG Hosiery. The company services the out of home requirements of companies such as Tata Teleservices, the Future Group, Blue Star and Fever FM.