SpiceJet to review creative duties, calls multi-agency pitch

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | October 30, 2008
The size of the business is estimated to be Rs 25 crore. The media duties will continue to be handled by Madison Media

Low & #BANNER1 & # cost airline SpiceJet has called for a pitch to review its creative agency. Agencies such as Bates 141, O&M, Leo Burnett, Contract Advertising and Lowe have been invited for the pitch.

Prior media reports suggest that Capital Advertising also participated in the pitch, but when afaqs! spoke to Sunil Sachdev, that agency's director, he clarified that Capital had not been invited to pitch.

Gopika Chowfla Design was the incumbent agency on SpiceJet and was also asked to make a pitch. Madison Media will continue to handle the media duties. The account is estimated to be worth Rs 25 crore.

What prompted SpiceJet to change its creative agency? A source close to SpiceJet says it wanted a bigger agency because it is expanding. It also wanted a fresh perspective on the brand, says the source. It was not dissatisfied with Gopika's work, which is why it was invited to pitch as well.