After partnering with IPG’s full-service digital agency Interactive Avenues last year, Low Lintas & Partners in Mumbai has taken the relationship a step further and has relaunched the digital division as LinTeractive. Heading the division will be Vikas Mehta, Chief Marketing Officer, Lowe Lintas & Partners, an additional role for him. LinTeractive will be embedded within the main agency. “We believe that digital disciplines have become too crucial to brand success to be treated like a specialist-only function,” said Mehta. LinTeractive has offices in Mumbai and Delhi and there are plans to open a Bangalore arm soon.