Grey wins the creative duties of SpiceJet

The agency won the business following a multi-agency pitch. The other agencies in the fray were GIIR, Draftfcb Ulka, Lowe, BBDO and Contract.

Grey has won the creative duties of low-cost airline, SpiceJet. The business will be handled out of Grey's Delhi branch. The agency won the business following a multi-agency pitch. The other agencies in the fray were GIIR, Draftfcb Ulka, Lowe, BBDO and Contract.

According to industry estimates, the size of the business is said to be in the range Rs 30-35 crore.

In an official communiqué, Neil Mills, CEO, SpiceJet, says, "We selected Grey for the strength of its creative strategy and the passion exhibited by the team. The agency will have an important role to play in building the brand further as we grow, enabling SpiceJet to achieve its aim of becoming a people's airline and a carrier of choice."

Earlier, the business was handled by Contract Advertising. SpiceJet's agreement with the agency ended in March. Contract Advertising won the business in January, 2009 following multi-agency pitch that involved other agencies such as Ogilvy, Bates, M&C Saatchi, Leo Burnett and Lowe Lintas & Partners.

Before this, the account was managed by Gopika Chowfla Design for three years.

Madison Media continues to handle the media planning and buying duties of the airline, while OAP manages the out of home (OOH) business. The OOH agency won the account in April, 2011. Bengaluru-based full service interactive agency i-Vista handles the online creative and media duties for the low-cost carrier.

For the record, SpiceJet started its operations on May 23, 2005. The airline company claims to connect 32 cities, with two international destinations. It operates more than 274 daily flights across its network.