Triton gets new wings with AHA

Triton Communication’s Delhi branch has added the Air Hostess Academy (AHA) account to its basket. Triton won the account following a multi-agency pitch. The size of the business is estimated to be worth Rs 3 crore. Triton has also won the Metro Tyres and Seabuckthorn Indage businesses.

Ranjan Mazumdar, branch director, Delhi, Triton Communication, says, “We’ve been working towards getting new businesses for the last few months. Clients we have been talking to are looking to expand their business horizons and looking at us to add value to their offer. As always, we as an agency have relied upon good strategic thinking, coupled with great creative work, to deliver some ‘outstanding business opportunities’, as is our agency motto.”

For the last six months, the creative duties for AHA, which provides training in the aviation, hospitality and BPO sector, were being handled by Brand Curry. AHA 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 tieup within the aviation and hospitality sectors.

AHA was set up in 1997 and it was one of the first academies in India to prepare students for careers as air hostesses, flight stewards and ground staff. Mazumdar says, “AHA is the oldest hostess training institute in India and they have been doing a great job for the last 10 years. Now there are many players in the market, but they were the pioneers in the field. We felt their brand communication needed more punch and style, which is what we showcased in our pitch work. The client appreciated the entire package that we had to offer.”

The spend will include mass media, television, print and radio (in order of preference), outdoor, media innovation and below the line activities. A multimedia campaign will be launched this month.

Metro Tyres deals in bicycle and automobile tyres.

Seabuckthorn Indage markets a fruit juice brand called Leh Berry. This is the second time that Triton will handle the brand. The agency had bagged this business in 2005 and handled it for more than a year. But after that, the brand went low key in its advertising. Now, Triton will help Seabuckthorn Indage package and create a retail presence. The size of the business was close to Rs 2 crore in 2005.