Indian Airlines (IA) has shortlisted 15 agencies for its advertising campaigns during 2004-2005. The selected agencies have been asked to make a thematic presentation, which will take place during June 22-23, 2004. This is going to be the final and deciding round for the agencies.
The 15 agencies that have made it to the final round are Airads, Adfactors, Ak&i, Bates India, Concept Communications, Crayons, Grey Worldwide, Headstart Advertising, Image Ads, Mode, O&M Advertising, RKSwamy/BBDO, Saatchi & Saatchi, TBWAIndia and Ushak Kaal.
"By July 15, IA would be taking a decision....at least, that's what we hope," says Ashok Sharma, general manager, public relations, IA. The advertising duties are in the region of Rs 15-18 crore.
For the record, the agencies that were on the IA empanelment, before the business was put under review, were Grey Worldwide (India), Bates India, Adfactors and Akshara.
The pitch process began in December, last year. A total of 42 agencies were asked to submit strategy notes, along with the formal application.
A panel of experts -- IA officials declined to reveal their names -- evaluated the note and accordingly shortlisted these 15 agencies.
Spelling out the communication task for agencies, Sharma says, "The services of IA have improved dramatically, but the perception.....the typical perception that people have about PSUs, have not changed. We want that perception to change through the communication. The communication should make the customers come to Indian Airlines."
The emphasis on changing the perception is understandable. The competition among air-carriers is stiff. While every player is vying for a larger market share, the reality is that the market is just not growing. While IA has the right credentials and as an established player, has been very active in below- the-line activities, what is required is the change in perception, concludes Sharma. © 2004 agencyfaqs!