National carrier Air India has shortlisted nine agencies for the final round of its creative pitch. These nine agencies are: Euro RSCG, Crayons, Mudra, DraftFCB+Ulka, Everest Brand Solutions, Dentsu, Lowe Lintas, Saatchi & Saatchi and Grey India. exchange4media had reported in July 2009 that 30 agencies were in the fray for the Air India business. It may be recalled that Mudra, RK Swamy BBDO, Prem Associates, and Thompson Connect are among the agencies currently on the Air India roster.
A highly placed industry source told exchange4media that the final rounds of presentations were currently underway and were being held over two days on October 26 and 27, 2009.
However, the account size couldn’t be ascertained at the time of filing this report, but it is believed to be substantial.
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. 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.