Leo Burnett has bagged the brand management duties for GMR-DIAL (Delhi International Airport Pvt Ltd) following a multi-agency pitch. The other agencies in the fray included Saatchi & Saatchi and David. The size of the business could not be ascertained, though considering the nature of the project it is expected to be sizeable.
Commenting on the communication strategy, Vijay Vancheswar, Group Head and VP, Corporate Communication, GMR Group, said, “GMR is working towards redefining airports in India, where we see airports as the driving force in building the economy in times to come. Keeping this as the yardstick, we are working in partnership with Leo Burnett to develop a character for GMR-DIAL and defining its brand positioning.”
He informed that the aim was to build an ‘aerotropolis’, meaning building the city around the airport with the best of infrastructure – be it entertainment hubs or business centres. The communication has to be at par with this, where currently they are working on various BTL activities.
Commenting on the win, Jayshree Sundar, President (North), Leo Burnett, said, “It is a prestigious project to be associated with. We have in the past worked with various clients in their brand building exercise, but GMR-DIAL provides us with a new avenue that we haven’t yet explored.”
Elaborating further, Sundar said that the agency did primary research prior to going for the pitch and shared those with the clients. She said, “It is too early to divulge details on the communication strategy as this will be an ongoing process, but definitely the parameter is to create communication where the benchmarking is to match with the best globally.”
Delhi International Airport Pvt Ltd is a joint venture company consisting of the GMR Group, Airports Authority of India, Fraport, Eraman Malaysia and India Development Fund, which is working towards the modernisation and restructuring of the Delhi Airport.