Air Asia appoints Carat India as its media agency

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | November 11, 2008
Carat also handles the media duties for Air Asia in Malaysia. Aegis verticals Posterscope and Isobar have been roped in, too

Air & #BANNER1 & # Asia, the low cost airline, has hired Carat India as the media agency for its Indian operations. Carat India also handles the media duties for Air Asia Malaysia.

Aegis Media's OOH and digital arms, Posterscope and Isobar, will handle the out of home (OOH) and digital channels for the airline. The account size is estimated to be Rs 25-30 crore.

Air Asia, which is headquartered in Malaysia, will begin its communication in South India. Carat India will handle the media buying and planning responsibilities in India, while Posterscope will handle the OOH duties and the Isobar network will provide digital inputs where required.

Why does Air Asia want to venture into the Indian market at a time when the aviation industry is going through a rough patch? Ashish Bhasin, chairperson, India, and chief executive officer, Southeast Asia, Aegis Media, tells afaqs!, "The client is very bullish about the Indian market and very positive about the market as well."

He adds, "Air Asia has been recognised as one of the world's 50 most innovative companies by Fast Co magazine and is one of the few low cost international airlines."

For the record, Air Asia started its operations in 2001 and has daily flights from hubs located in Malaysia, Thailand and Indonesia.