Indian (formerly Indian Airlines) is learnt to have made a shortlist of agencies vying for the prestigious account. The pitch process for the Rs 15 crore account that began in September this year, has now reached the penultimate stage.
According to information gathered from industry sources, the 12 shortlisted agencies are Bates, RK Swamy/BBDO, JWT, Triton, Rediffusion DY&R, Mudra, Everest, Interpub, Leo Burnett, Adfactors Advertising, Lowe and FCB Ulka.
Bates Enterprise, RK Swamy/BBDO and Adfactors have been working on the Indian account for the last two years. The size of the business is estimated to be in the region of Rs 15 crore.
The airline is likely to empanel four agencies. The final decision is expected to be taken shortly. Industry sources indicated that the contract period for the new panel of agencies would continue to be two years.
Creative credentials, the ability to justify the theme and come out with appropriate solutions, cost-effectiveness and experience in the service industry are some of the parameters that would be looked into before arriving at a decision.
It may be recalled that the airlines had called for a pitch in September this year. The last date for sending applications for the pitch was September 30, 2006.
Indian Airlines scouting for agencies for Rs 20-cr ad business