It is reliably learnt that, following a multi-agency pitch, Virgin Atlantic has decided upon O&M to handle its creative duties, while GroupM’s Motivator would be the media partner. The size of the business is pegged upwards of Rs 10 crore. The incumbent agency is McCann Erickson, while the media was in the custodianship of Universal McCann.
Commenting on the new appointments, Neha Lidder Ganju, Marketing Manager (India), Virgin Atlantic Airways, said, “We are delighted to have Ogilvy & Mather and Motivator on board. With the rapidly changing market dynamics in the industry, we were looking for fresh thought and ideas to take our brand initiatives further ahead in the country.”
She further said, “The competition in the airline sector is becoming competitive and Virgin felt the need to take its communications to the next level. Both the agencies have demonstrated a keen interest and foresight to work on the brand. Our decision was based on the pitch presentation, which matched the brief perfectly.”
Commenting on the account win, Sanjay Thapar, President, O&M, said, “Virgin Atlantic Airways is such a vibrant, alive, energetic and exciting brand, that we at Ogilvy & Mather cannot wait to start work and create new benchmarks of creative excellence. The team is bubbling with energy and full of ideas.”
Rajul Kulshreshtha, Country Head, Motivator, said, “We are absolutely delighted to be working on such an exciting brand. It is a complete privilege and delight. We look forward to taking the brand ahead.”
Traditionally, Virgin Atlantic’s communication has reflected a quirky and fun aspect that is synonymous with its founder Richard Branson’s personality. Though the airline had come out with a TVC at the time of commencement of its operations in India in 2000, the communication since then has largely depended on print, radio, outdoor and DM initiatives.
Currently, Virgin operates 14 flights every week to London from Delhi and Mumbai.
Atlantic shops for creative and media partners