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Lintas Media has created a new media and digital offering, Lintas Initiative Media, and Sudha Natrajan, media veteran and long standing member of Lintas, has been promoted as its CEO with effect from January 1, 2012.

Along with the handling the position of CEO, she is also in the board of Lintas Initiative Outdoor, the wholly owned out-of-home subsidiary of Lintas Media Group, formerly known as Aaren Initiative before the acquisition.

With effect to her new role, she will be looking after the newly created Lintas Initiative Media on its national front. LIM is presently servicing a wide cross-section of large and respected LMG clients in all cities.

Raghav Subramanian, who recently joined LMG, will be key support to Natrajan as the Chief Operating Officer of Lintas Initiative Media.

Commenting on her new role, Lynn de Souza, Chairman & CEO, Lintas Media Group, said, "Sudha has been an indelible part of the LMG growth story for over a decade. There could not be a better point for me to make this announcement than now, as both LMG and Sudha are poised for our next step."

On her promotion, Sudha said, "I'm very excited to take on the responsibility that LMG has vested on me. In this new digitally advanced world, it has become imperative for both media agencies and clients to redefine themselves constantly. My challenge is to ensure that Lintas Initiative Media is one of the most future ready agencies in India."