Virgin Atlantic is reviewing its creative and media duties and has called for a pitch. Industry estimates put the business upwards of Rs 10 crore. Currently, the creative duties are being handled by McCann Erickson, while Universal McCann is handling the media duties. Four to five agencies are reportedly in the fray for the account, though their names couldn’t be ascertained.
Neha Lidder, Marketing Manager (India), Virgin Atlantic, confirming the news, said, “The market in this category has become competitive and there is a need to take our communication to the next level; hence we are looking for a suitable partner who would help us achieve that.”
The announcement on the new agencies would depend on whether a second round of presentation was required, according to Lidder.
Traditionally, Virgin Atlantic’s communication has reflected a quirky and fun aspect that is synonymous with its founder Richard Branson’s personality. Though the airlines 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.