SpiceJet appoints i-Vista for digital advertising; to focus on brand building

The Bengaluru based full service interactive agency will handle both online creative and media duties of SpiceJet

SpiceJet, the low cost airlines company, has roped in i-Vista Digital Solutions to handle its digital advertising. The agency has won the account through a pitch process and will handle both online creative and media duties of SpiceJet.

i-Vista is a Bengaluru based full service interactive agency founded in 1996. In 2008, marketing services group RK Swamy Hansa acquired a minority (non-controlling) stake in it.

Speaking to afaqs!, Narayan Rajan, chief executive officer, i-Vista says that digital media is going to be the major focus of SpiceJet's advertising as the company gets 95 per cent of its air tickets booked through the Internet.

Rajan indicates that unlike other airlines, SpiceJet will not spend a major portion of its online budget on search marketing. "In fact, the main focus of the online advertising will be brand building and inducing top of mind brand recall. However, the online medium will also be used for lead generation," he says.

According to industry estimates, airline brands usually spend up to 80 per cent of their online advertising budgets on search marketing.

The agency plans to employ display, search and social media marketing for brand building and lead generation. It will also look after the task of online reputation management for the company and handle its Twitter account as well.

"Social media will be used to converse with and respond to the queries of the target audience of SpiceJet," says Rajan.

i-Vista Digital Solutions also handles clients such as Trident and Oberoi Hotels.