Air India’s creative pitch has finally gone underway five months after the national carrier officially announced a review of its creative duties, which exchange4media had reported in February 2009. Thirty agencies are reportedly in the race for the business. Currently Mudra, RK Swamy, Prem Associates, and ThompsonConnect, among others, are on the Air India roster.
Meanwhile, Air India is also scouting for a media agency for the first time.
The airlines has been in the news recently for the losses it has suffered and the massive Rs 20,000-crore bailout package that it has sought from the Government.
Air India Ltd is state-owned and administered as part of the National Aviation Company of India Ltd, which was created in 2007 to facilitate Air India’s merger with Indian Airlines. It is the 16th largest airline in Asia, serving 28 destinations worldwide. Air India was founded by JRD Tata in 1932 as Tata Airlines, a division of Tata Sons Ltd. (now Tata Group).
Air India’s current subsidiaries include Air India Cargo, a separate division that provides air cargo services with a dedicated fleet, and Air India Express, a low-cost airline that operates flights mainly to the Middle East. With the merger of Indian Airlines and its subsidiary – Air India Regional – into Air India, these two airlines also became subsidiaries of Air India.
Air India reviews its creative business; also scouts for media agency