Indian Airlines Ltd is reviewing its panel of agencies and scouting for ad agencies for its flagship carrier Indian. This has been necessitated as the two-year contract between the airline and the existing panel of agencies is about to expire. The existing panel of agencies includes RK Swamy BBDO, Bates Enterprise, Adfactors Advertising and Mode.
Sources close to the development have pegged the account size in the vicinity of Rs 20 crore. The last date for receiving the applications for the pitch is September 30, 2006. The results will be declared in four to six weeks’ time.
The airline has set some stringent norms for agencies that wish to participate in the pitch, these include: agencies should have an INS accreditation, they should have national operations with full fledged offices in Delhi and Mumbai, they should have had minimum billings of Rs 30 crore per year for the last three consecutive years, and they should have at least five years’ experience of handling advertising work in the aviation or service industry.
This apart, the agencies also need to submit a 2,000 word write-up on the communication approach and the strategy that Indian needs to adopt.
It is reliably learnt that the contract period for the newly appointed agencies will also be for two years. It is, however, not clear as to how many agencies the airline will end up empanelling.
Creative credentials, cost effectiveness, communication approach, experience in the service industry are some of the parameters that the airline will be looking at before having the new agencies on board.