Brand Curry has been entrusted with the responsibility of handling the creative and media mandate of Air Hostess Academy. The agency won the account following a multi-agency pitch. The size of the business is pegged above Rs 10 crore. Madison was the incumbent media agency while the creative duties were handled by IB&W.
The pitch process commenced four-five months ago and saw the participation of IB&W, Brand Curry, Contract and two other agencies whose names could not be ascertained.
Subrata Chakraborty, Managing Director, Brand Curry, said, “We took the strategy of empowering women by connecting brand AHA with the changing aspirations of today’s women. Our strategy of differentiated interpretation of empowering women clicked for us.”
Sudhir Verma, AGM, Media and Promotions, Air Hostess Academy, said, “The fresh ideas showcased by the agency, their good creativity and their proactive spirit on the servicing front led us to give the mandate to Brand Curry.”
The agency will shortly bring out with a multi-media campaign for the client, which would encompass television, print, outdoor, radio and the Internet. Besides, they will also create new media (new delivery vehicles) for them.
Commenting on the challenges of working for AHA, Chakraborty said, “The challenge is to make communication that complements both the business and the brand need.”