Hostess Academy (AHA), which provides training in the aviation, hospitality and BPO sector, has roped in Brand Curry as its advertising partner. The agency will handle both the creative and media duties for the brand. The decision was taken after reviewing a number of agencies.
This is not the first time that the agency is working on this brand. It was hired to handle the below-the-line activities for this account in October 2006.
For the last six months, the creative duties for AHA have been handled by IB&W. Prior to that, the creative duties were with Madison Creative and the media duties were with Madison Media. However, even after the creative duties were moved from Madison Creative to IB&W, Madison Media continued handling the media duties. It's only now that both sets of duties have been moved to Brand Curry.
The size of the business is estimated to be Rs 10 crore for this fiscal, as compared to about Rs 4 crore last year.
The company is looking to strengthen its brand image. This will be done not only through corporate branding exercises, but also by promoting sub-brands such as AHA HR Solutions, which provides manpower to the aviation and hospitality sector; AHA Travel Express (ATX), a travel consultancy; AHA Corporate Training (ACT), which provides corporate training for working professionals; Makeover, AHA's grooming school, and AHA International, the international tie-up within the aviation and hospitality sectors.
Subrata Chakraborty, managing director, Brand Curry, says, "Our duty was to connect the brand, AHA, with the changing aspirations of today's woman, which we achieved by depicting the empowerment of women. The challenge the brand faces is that of complementing brand need with business need."
The spends will include mass media - television, print and radio (in order of preference), outdoor, media innovation and below-the-line activities. A multimedia campaign is to be launched sometime this month.
AHA was set up in 1997, and was one of the first academies in India to prepare students for careers as air hostesses, flight stewards and ground staff.
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