After months of wait, the verdict is finally out. M&C Saatchi will handle the creative duties for Jet Airways, in India as well in international markets. The aviation major had called for a pitch in August last year after its erstwhile agency Network Advertising had parted ways with the airline. Network had been handling both creative and media for Jet for six years. The size of the business is estimated to be upwards of Rs 60 crore.
What goes to M&C Saatchi’s credit is that it is a rare case of an Indian agency bagging an account globally. With this win, M&C Saatchi would be working on the Jet account in all the international markets. Among them are UK, USA, Hong Kong and Singapore.
Jet Airways’ VP-Marketing, Gaurang Shetty, said, “Fourteen years ago, we redefined the quality standards of air travel amongst the Indian public. We now face the challenge to expand the brand beyond our own borders and for this we needed an international agency partner.”
It is learnt that Jet's intentions to actively advertise in these markets -- unlike its strategy earlier that concentrated only on India -- is also a reason for the increase in the advertising budget.
Speaking of the win, Chairman & Managing Director of M&C Saatchi India, Kamal Oberoi, said, “Our pitch was classic M&C Saatchi. Determined from the start, talent across the network selflessly gave their support. I’m grateful and proud of the team and thrilled to be working with Jet Airways.”
It can be mentioned here that M&C Saatchi’s experience in handling another airline client, British Airways (BA), probably went in its favour. BA has since then moved to UK-based Bartle Bogle Hegarty (BBH), which handles the creative duties for it worldwide.