Indian Airlines is
on the lookout for full service ad agencies for its recently renamed airline brand, Indian. Currently, it has four agencies on its panel, RK Swamy/BBDO, Adfactors Advertising, Bates Enterprise and Mode Advertising. It is learnt that these four, too, have pitched to retain the business. Since the two-year contract with these agencies is about to expire, the airline major has invited agencies to participate in the pitch. The company is open to applications from ad agencies till September 30, 2006.
Indian Airlines is planning an ad spend of more than Rs 20 crore for the coming year for Indian, say sources close to the situation.
Indian Airlines does not have a separate media AOR, as the media departments of its ad agencies used to do the job. This rule will apply in the future, too, so no separate media agencies have been invited.
Indian Airlines is looking out for agencies that have national operations with offices in Mumbai and New Delhi, and with the appropriate creative and media functions to handle campaigns for both India and abroad. It should also have had billings in excess of Rs 30 crore per year for the last three years. Further, the agency should have worked for more than five years for a client in the aviation or service industry.
It is likely that Indian will be handled by more than one agency this time around, too. For the record, RK Swamy/BBDO played a key role in the recent rebranding of 'Indian Airlines' to 'Indian', including drafting the strategy and designing its logo.
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