Eleven top agencies were asked to prepare case studies on the promotions of low-cost airlines in India
Interglobe Enterprises has decided to award the creative duties for its aviation division, IndiGo Airlines, to A Advertising. The size of the business is estimated to be around Rs 9 to 10 crore.
Confirming this development to agencyfaqs!, Seema Luthra, chief marketing officer, Interglobe Enterprises, says, “Around 11 top agencies participated in the pitch.”
Although Luthra declined to divulge the names of these agencies, she clarified that the list included the top names in the industry. Each agency was asked to prepare a case study on the promotions of low-cost airlines in India.
Luthra says, “A Advertising seemed to fulfil all the parameters we had in mind. Their approach was refreshing. They could think out of the box, and the quality of their interaction was impeccable. Their response time was also excellent. So, we decided they would be the best for this job.”
Enthused on being awarded the account, Mohit Jayal, partner and director, A Advertising, says, “We did not tread the conventional path. In fact, we had lots of discussions with the client about a whole bunch of ideas on brand experience and how the IndiGo customers’ experience cycle would shape up. We did not concentrate only on the advertising part, we actually thought through the line.”
Established in 1989, InterGlobe Enterprises is into providing a gamut of travel services, from air transport management to computerised travel reservations, from information and travel technology to hospitality.
The venture is being spearheaded by Rakesh Gangwal, former president and CEO of US Airways, widely recognised for his management skills and expertise in the airline industry. Gangwal quit his high-profile job as head of the sixth-largest carrier in the US in November 2001.
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