M&C Saatchi has further strengthened its relationship with Jet Airways. The agency has been entrusted with the creative duties of JetLite. JetLite is the new name of Air Sahara after the deal between Jet Airways and Air Sahara was formally completed. The new airline is positioned as a value-based carrier. Though the size of the business could not be ascertained, industry estimates peg it around Rs 7-8 crore.
The development was confirmed by Garry Kingshott, Acting Chief Executive, JetLite India (Ltd). He informed that there was no separate pitch invited for JetLite. On the media mix, Kingshott briefly responded that it would include print, outdoor and the web.
It may be mentioned that Starcom Worldwide has been recently appointed as the media AoR for JetLite. The agency handles the media duties of Jet Airways as well. M&C Saatchi handles the creative duties for Jet Airways in India as well in international markets.
M&C Saatchi has earlier handled the British Airways account.