National carrier Air India has announced a review of the creative duties and proposed for empanelment to handle the advertising and publicity requirements. Sources close to the development have confirmed the news to exchange4media.
The pitch will take place in New Delhi. Air India has only invited agencies that have full-fledged offices in Delhi, Mumbai, Kolkata and Chennai, having independent creative and media facilities to execute campaigns both, in India and abroad. The agencies should have a minimum gross capitalised billing of Rs 30 crore per year for the last three consecutive years.
Last date for sending the applications is September 12, 2013. The size of the business could not be ascertained at the time of filing the report but it is believed to be substantial.
In 2009, exchange4media also reported the shortlisted nine agencies for the final round of Air India’s creative pitch. Air India shortlists 9 agencies for final round of creative pitch
According to reports, Air India plans to expand operations of its international low-cost carrier (LCC) Air India Express in the domestic market and has recently set up a three-member committee to evaluate the feasibility of the expansion. Recently, Air India also launched its Dreamliners to London.
The brand is popularly known through the lovable figure ‘Maharajah’ with his outsized moustache, the striped turban and his aquiline nose. Way back in 1946, Bobby Kooka, Air India’s Commercial Director and Umesh Rao, an artist with JWT, Mumbai, together created the ‘Maharajah’ that is iconic and synonymous to the brand.