Indian, formerly Indian Airlines, has decided on its creative agencies. The four agencies empanelled on the board are Rediffusion DY&R, Everest Brand Solutions, RK Swamy/BBDO and Interpublicity. The size of the business is estimated to be in the region of Rs 15 crore.
The pitch process that began in September 2006, saw the participation of several agencies out of which 12 agencies were short-listed in December 2006, which included Bates, RK Swamy/BBDO, JWT, Triton, Rediffusion DY&R, Mudra, Everest, Interpublicity, Leo Burnett, Adfactors Advertising, Lowe and FCB Ulka.
The thematic presentation that the agencies had to come up with was based on building and sustaining the brand appeal of the company.
The four agencies have been chosen by a panel of judges, which included both internal experts and experts from the fields of media, management and bureaucracy. The four agencies were chosen on the basis of their understanding of the subject, their ability to come out with appropriate solutions, the execution of creatives, cost effectiveness, their clientele list as well as their service industry experience.
The airline had called for a pitch as its contract with its incumbent agencies – RK Swamy/BBDO, Bates Enterprise, Adfactors Advertising and Mode, had come to an end. Out of the incumbent agencies only RK Swamy/BBDO has been retained.
Meanwhile, it is learnt that there would be no separate media AOR as one of the selected agencies would be doing the task for the airline.