MUMBAI: Mullen Lowe Lintas Group experiential marketing arm LinEngage has strengthened its team with the appointment of Raman R S Minhas as group creative head.

He will report to LinEngage executive vice president Sriharsh Grandhe.

Minhas comes on board with a mandate to add new, innovative dimensions to the way consumer engagement is defined and delivered for brands, in a media-agnostic manner.

Commenting on the appointment, Grandhe said, “The connected marketplace of today demands agencies to re-look at their offerings both the form and format of consumer engagement. With Raman on board LinEngage's capabilities will be greatly enhanced in this direction.”

This move to LinEngage marks Minhas’s return to India after successful stints in Southeast Asia and the Middle East. His last assignment was at DM Pratama Group in Indonesia, where he led the creative function.

Mullen Lowe Lintas group CMO and group marketing services president Vikas Mehta said, “LinEngage is at a pivotal point in its evolution as we strive to set new benchmarks in the practices of experiential marketing and activation. In Raman, we've found a world class creative to lead this pursuit, partnering Sriharsh. A strong consumer engagement practice furthers our efforts towards making Mullen Lowe Lintas Group into a true omni-channel partner for its clients through a hyper-bundled offering.”

“To drive the creative mandate for one of the promising divisions of Mullen Lowe Lintas India is a challenge I am willing to take on with passion. With the legacy of Lowe Lintas and a team that rivals the best in the business, there is only one direction that we can move from here – upward,” said Minhas on his new role.