Rediffusion-Y&R flies away with Kingfisher Airlines

The agency will now handle all the digital brand communication for Kingfisher Airlines, including Kingfisher Airlines, Kingfisher Express, Kingfisher Cargo and Kingfisher Elite.

Kingfisher Airlines has appointed Rediffusion Y&R to handle its digital duties. The agency will now handle the digital brand communication for all of Kingfisher Airlines' businesses, including Kingfisher Airlines, Kingfisher Express, Kingfisher Cargo and Kingfisher Elite.

The size of the account could not be ascertained at the time of filing this report. However, it is believed to be big as all the brands under Kingfisher Airlines are involved.

Kingfisher Airlines did not call for a pitch before handing over the digital duties to Rediffusion Y&R. The company had been in talks with the agency for sometime, as it wanted to consolidate the business with one single agency for the sake of efficiency. It may be noted here that the offline part of the business is also handled by Rediffusion Y&R.

The agency will take care of the digital marketing services such as online promotions and social media management, besides maintaining each of the sub-brands' respective websites. It plans to go strong on the mobile front, too.

Force India and Club Force, the Formula One racing team from the Kingfisher stable, will also be included in the mandate. Rediffusion Y&R will drive the entire Facebook page for these brands as well. Earlier, Law & Kenneth handled these brands.

The agency will be managing the entire communication on the website and on also on social media. They have already planned various kinds of engagements for the Force India F1 which will be revealed in the coming months. Mobile will also play a large part in those activities.

Commenting on the win, Nisha Singhania, executive vice-president and branch head, Rediffusion Y&R Mumbai, says, "It has always been our endeavour to provide complete marketing solutions to all our clients. Hence, it is heartening when an existing client awards more business. I think this win is a testimony to our understanding of the category and the work we've done so far."

She adds that the team looks forward to better synergy between the brand's online and offline communication, which will help the agency deliver superior creative solutions for the advertiser.

Rachana Dharia, business head, digital, Rediffusion Y&R comments, "We will work on various strategies on brand activations, digital promotions and optimization of the websites. We will also partner with the Kingfisher team to strengthen both the brand and the business objectives through the digital medium We will work hard to increase the traffic of the websites."

Ashutosh Karkhanis, creative head, digital, says, "You can look forward to some exciting digital work that is both effective and award winning."