Lintas Initiative Media picks Subhas Warrier as EVP & Head of South

Yamraj Dwar is believed to be very symbolic to most Indians and is perhaps less ceremonious to the superstitious lot. If anyone knows about Nachiketes story who asked Yama, quite defiantly the question that "what is beyond death"¦. For a 8 year old to ask this question was astounding for even Yamaraj. Passing thru Yamraj Dwar symbolically means to lease a new life¦

In our business there is new life cycle that every brand goes through and if I may dare say the life span on each is getting shorter and shorter. A good idea leases life for an even greater idea. The continuum is that the old new Surf Excel makes way for a new even newer Surf Excel, the old MFD brand that we grew up with is now a new multi-vitamanised new mind fermenting drink. Death of a good old concept giving way to a birth of a brand new brand idea, much more relevant and contemporarised to the new market situation, new consumer needs etc.

For Subhas Warrier's Lintas Initiative Media opens a new chapter in his 2 decade odd career spanning multiple regions and multiple markets. Starting off on an advertising career in Mumbai and then later in Bangalore and Chennai with an in-between sojourn onto SE Asia and Middle East the journey man has embarked on a mandate to breathe some freshness to the whole business approach and client requirements in the South region, he joins LIM as an Executive Vice President.

As a creative person at heart Subhas first love was Copy-writing which he dabbled in during his early days. Media was incidental but that is what made it for him so far.

Prior to his most recent stint with Dentsu Media in Mumbai as their Mumbai Head, he has worked with JWT, Ogilvy, and then MindShare followed with a hand in his own business and a Consultancy Start Up called Eye ' 2 ' Eye Media in Dubai

A tough work out at the Tennis courts and, an occasional indulgence in Golf, keeps me agile, he says, besides being an off the beaten track traveler/trekker. A journey chanced upon to Mt. Kailash and the passage thru Yamraj Dwar at 15,000 odd feet above sea level few years back helped me to understand the inner voice, the intuitive call. I believe this is very important for our business where we are expected to raise our imaginations much further to newer dimensions.

I am delighted to join the fire power of Lintas Initiative Media. There is a great bunch of people here. Our clients here are very aggressive and are open to new ideas and are continuously looking to take more and more innovative initiatives in their marketing effort.

Sudha Natrajan, CEO, welcomes Subhas onboard, as part of grand plan to make LIM future proof. A creative mind, bringing back magic to the media business, is what he will bring to the table. A senior council of experienced professionals with cutting edge expertise is what she set out to build, and Raghav who joined as the COO, 4mths back, was the first step in that direction. Subhas, who will report into him, will now strengthen the council.

Raghav Subramanian adds, the South has always been key for Lintas, and has contributed greatly to our overall growth and equity. We have a healthy rooster of large clients with long relationships, and we needed someone with the maturity and width and depth of experience that Subhas brings to the table. We have very aggressive plans for the region for this year, and are already in the process of acquisition of some key new businesses.