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Rs 100 cr Jet Airways account flies to IPG; special unit ‘Altitude’ launched for the business

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Rs 100 cr Jet Airways account flies to IPG; special unit ‘Altitude’ launched for the business

Interpublic Group (IPG) has won the complete duty of the Jet Airways business globally, which includes Jet Airways and Jet Lite, following a multi-agency pitch process. IPG is creating a new entity ‘Altitude’ for the business. In India, ‘Altitude’ would operate as a special arm within McCann Worldgroup. Industry sources peg the business in the vicinity of Rs 100 crore. M&C Saatchi is the incumbent agency. Starcom Worldwide is the media agency on the business.

The pitch took place in Mumbai. Details on the other agencies were not available at the time of filing the report. The new entity ‘Altitude’ would lead the business in India. The network will also be in charge of the international market needs of the brand.

Giving the reason for selecting IPG, Sudheer Raghavan, Chief Commercial Officer, Jet Airways, said, “Our Board was impressed with the quality of the strategy and ideas presented to demonstrate how our brand can be conceptualised and positioned.”

Michael Roth, Worldwide CEO, IPG, said, “We are very proud to partner with a stellar Indian brand with global aspirations like Jet Airways. We are delighted to join them at an exciting time in their development. We believe Jet Airways is poised to become one of the fastest growing premium international airlines, emulating the success they have already had in the domestic market.”

Jet Airways currently operates a fleet of 84 aircraft and with an average fleet age of 4.30 years, the airline has one of the youngest aircraft fleets in the world. With 385 flights operated daily, its network spans 43 destinations across the length and breadth of India, and its international network includes New York (both JFK and Newark) Toronto, Brussels, London (Heathrow), Hong Kong, Singapore, Kuala Lumpur, Colombo, Bangkok, Kathmandu, Dhaka, Kuwait, Bahrain, Muscat, Doha and Abu Dhabi, Shanghai and San Francisco.


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