RK Swamy/BBDO and Mode are the new agencies appointed by Indian Airlines (IA) on its panel of agencies, according to informed sources. The other two agencies on the panel of four are Bates India and Adfactors, both of which have been retained from the previous panel. Grey Worldwide (India) and Akshara are the two agencies which do not find a place this time.
The much sought after IA account is worth Rs 20-25 crore. The current TVC showing a softer side to IA has been done by Bates. The pitch, which began in December last year, saw applications from 52 agencies. On the basis of evaluation and strategy notes submitted, 15 agencies were shortlisted. They were Concept Communications, Adfactors, Bates India, Akshara, Crayons, Airads, Grey Worldwide (India), Headstart Advertising, Imageads, Mode, RK Swamy/BBDO, O&M, Usha Kaal, Saatchi & Saatchi, and TBWA India.
The final four were selected by an experts panel on the basis of thematic presentation and strategy note. The four agencies have been signed for a two-year period beginginning October 1, 2004.
According to sources who requested anonymity, all the four empanelled agencies will be given equal opportunity on the advertising work of the airlines. Though the period of empanelment is two years, there will be a performance review after six months.