Indian Airlines (IA) has retained Bates India and Adfactors as its advertising agencies, while the two other incumbents, Grey Worldwide (India) and Akshara, have been replaced with RK Swamy/BBDO and Mode.
The pitch process began in December, 2003 when agencies were asked to submit strategy notes, along with the formal application. Some 70-odd agencies were vying for the Rs 25 crore IA account. Subsequently, 15 agencies were shortlisted. The selected agencies were asked to make thematic presentations, and that was to be the final and deciding round for the agencies.
The 15 agencies that had made it to the final round were Airads, Adfactors, Akshara, Bates India, Concept Communications, Crayons, Grey Worldwide, Headstart Advertising, Image Ads, Mode, O&M Advertising, RKSwamy/BBDO, Saatchi & Saatchi, TBWAIndia and Ushak Kaal.
A panel of experts - IA officials declined to reveal their names - evaluated the note and accordingly shortlisted these 15 agencies.
It was learnt that the four empanelled agencies have been signed on for a period of two years, starting October 1, 2004.
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