The fragmentation of Indian audiences and their mobility meant that ‘Out of Home’ media soon became a separate entity and got specialized attention. This saw the launch of Aaren Initiative in October 2000. This also meant the coming together of Aaren Advertising, a veteran outdoor outfit and LINTAS. Aaren Advertising has an excellent 40-year track record. It has pioneered Airport Advertising, Gantries, Bridge Panels and a host of other outdoor media in the country. Lintas, one of India’s largest advertising agencies needs no introduction. The ‘Initiative” in Aaren Initiative came from Initiative Media – then the media arm of Lintas. While Aaren provides the technical know-how and the statutory requirements (hardware) of the business, Lintas provides the strategic planning and implementation tools (software). Collaboratively, Aaren Initiative provides unmatched OOH solutions for our clients.