Rediffusion DY&R has been appointed to handle the creative duties of Simplifly Deccan, which is the new name for Deccan Airlines after its merger with Kingfisher Airlines. However, Equus Red Cell would continue to handle the creative business for Kingfisher Airlines. According to industry sources, the Deccan ad spend is pegged at Rs 40 crore.
Maxus is the media AoR for Simplify Deccan, while MindShare handles Kingfisher Airlines.
Confirming the development, Vikram Malhotra, Head of Marketing, Kingfisher Airlines, said, “We are proud to announce Rediffusion DY&R as the creative partner for Simplifly Deccan. With Deccan coming under the umbrella of Kingfisher Airlines, all our marketing and communication plans would be operated from Mumbai. We look forward to seeing some great work from Rediffusion.”
On the choice of Rediffusion as its creative agency, Malhotra said, “Following the merger between Kingfisher and Deccan Airlines, we were looking at a more energetic, fresh, fast-paced and analytical communication plan, and Rediffusion fitted the perspective of our plans very well.”
Orchard Advertising is the incumbent agency for Simplyfly Deccan.
It may be recalled that in December 2007, Kingfisher Airlines had bought majority stake in Capt. Gopinath-led Air Deccan. It has now been renamed ‘Simplifly Deccan’ with its logo, font and colours changed to match the brand identity of Kingfisher Airlines.