One of the latest additions to the aviation scene, GoAir is already seeing
action in advertising sphere. GoAir has entrusted its media duties to The
Media Edge. No pitch process preceded the account movement. Industry sources
peg the business in the region of Rs 10 crore. Creative duties of the brand
continue to be with Law & Kenneth.
GoAir is the newest venture of the Wadia Group, which also owns Bombay Dyeing and Britannia Industries, and is being positioned as the ‘people’s airline’. The airline was launched in amid high-decibel outdoor campaigns.
Commenting on the change in the agency, a senior executive from the Wadia Group said, “We are working with Initiative on Bombay Dyeing and they are doing a great job for us. Similarly, Britannia is with Maxus. We wanted to try a different thinking for GoAir and hence, gave it to The Media Edge.”