Following a fiercely fought pitch, which saw nine agencies from Bangalore taking part indicating that almost all the top names were present, Grey Bangalore has won the creative mandate for Captain GR Gopinath’s new cargo venture. Considering that this is a new territory and Gopinath in the past has used communication extensively to promote his pioneering concept of ‘no frills’ airlines with Air Deccan, the size of the business for cargo business in terms of advertising will be substantial.
When contacted, Grey officials remained tight-lipped on this issue. The cargo venture is set to redefine the sector as it promises to be a low-cost cargo service.
Gopinath’s erstwhile Air Deccan in the past is known for its advertising created by Orchard, especially the ‘The Old Man and the Sky’, which is the longest commercial ever for a low-cost airline. Recently, Rediffusion DY&R was assigned the creative duties for Simplifly Deccan. Though there is much speculation that the Deccan brand will cease to exist and the airline will take the Kingfisher branding, the officials said that they would do what’s best for the brand and Rediffusion would continue to handle the second airline brand of The UB Group, whatever the decision might be.