As part of a global pitch, British Airways has chosen Carat for its media agency alignment. Confirming this development, Priti Khurana, Marketing Lead for British Airways in India and S Asia asserted that the brand is keen to start managing media in a dramatically different manner and Carat was found to be the most promising partner for the job.
A high voltage media campaign is also scheduled to go on-air soon and Carat is already working on the plans.
Speaking on the appointment, Kartik Iyer, MD, Carat India said, “We are absolutely delighted that British Airways has chosen Carat to partner them in this growth phase of their business. British Airways had always led the market in creating iconic brand communication campaigns and we look forward to partnering them in their endeavour to engage with the vast travelling population of India.”
Vidhu Sagar, Executive VP, Carat Media added here, “British Airways is a prestigious brand and has always been the preferred choice of the discerning traveler. However, with the recent expansion of the franchise to include more mainstream audiences, our media approach is now going to be similarly aligned to connect the brand message with the chosen prospects most effectively. We shall endeavour to do this with the help of all pertinent media platforms – including television, print, digital, OOH as well as activation, as appropriate.”