Percept D’Mark is the AoR for MDLR Airlines

MDLR Airlines, the regional domestic airline, has appointed Percept D’Mark as its creative agency. A pitch process involving four other agencies preceded the decision. The size of the business is said to be worth Rs 10-12 crore.

Percept D’Mark will handle creative, media, brand building and events for MDLR Airlines. A year-long deal has been signed between MDLR Airlines and Percept D’Mark. Pan-India initiatives will be undertaken during this year, including signing on a brand ambassador.

Nupur Mehta, vice-president, corporate affairs, MDLR Airlines, says, “Intensive screening of agencies across key centres on parameters such as deliverables, reach and in-depth understanding of the aviation sector, only re-strengthened our business confidence in Percept D’Mark.”

Kacker let in agencyfaqs! on the marketing strategy for MDLR Airlines. A brand ambassador will be appointed either from the cricket or film industry. Ground activities, regional activities, customer contact programmes and investing in various events such as cricket matches will be part of the media mix. A TVC will be launched within a month or two.

For the record, the MDLR Group, which is headed by Gopal K Goyal, has business interests in infrastructure, shopping malls, multiplexes and luxury hotels. The group forayed into the aviation sector last year and its first commercial flight took off in April 2007.