MDLR Airlines has appointed entertainment, event and sports marketing company Percept D’Mark (PDM) as its experential marketing agency, while Percept Profile has been apoointed as its communications consultant. The two flagship companies of Percept Holdings Pvt. Ltd have signed a year-long deal, where they will initiate a pan-India marketing and communications space for the company. MDLR Airlines is the first Indian regional domestic airliner to introduce and operate the four-engine AVRO-70 regional jets, with dual configuration of club and economy classes to connect key metro to non-metro routes.
Nupur Mehta, Vice President-Corporate Affairs, MDLR Airlines, said, “Recognising the objectives, potential and scope of an effective integrated marketing communications campaign for a venture such as MDLR, we did extensive research on the reach, core strengths and brand reputation of select agencies in India who would be in sync with our business model and future growth roadmap. Intensive screening of agencies across key centers on parameters such deliverables, reach and an in-depth understanding of the aviation sector only re-strengthened our business confidence in PDM and Percept Profile as our event marketing and communications partners, respectively. The next 12 months should see MDLR initiate strategic communication strategies while simultaneously involved in uniquely designed events.”
Sanjay Kacker, COO, Percept D’Mark, North and East, said, “This strategic agreement will witness a strategic and organic growth roadmap for both MDLR and us, each harnessing the key strengths and core competencies of the other in our respective areas of specialisation, and thereby carving the path for an immensely exciting future for the domestic aviation sector. It’s the right opportunity and niche market to grow together since the aviation sector is currently going through a boom. PDM has an extensive experience in the aviation sector, and this will help us to build the brand pan India. We have shared lot of innovative ideas, which over a period of time will be implemented across India.”
PDM is handling some top of the line clients in the northern part of India like Genpact, Maruti Suzuki, Microsoft, Reliance Insurance and MGF-Emmar, among others. PDM would be shortly opening offices in Kolkata and Chandigarh.
Dipankar Dasgupta, Vice President-Projects and Business Development, Percept Profile, said, “Over the last few years, we have acquired an impressive repertoire of clients across practices. Focused approach and determination have successfully converted several pitches into long lasting business relationships. Percept Profile uses a mélange of PR vehicles that communicate the right message to each of its audiences. In an age where every agency provides the same services as the other, Percept Profile offers communication solutions that prove to be qualitative differentiators.”
The MDLR Group forayed into aviation sector with its first commercial flight in April 2006. The Group is headed by Gopal K Goyal, CMD, MDLR Airlines, and is also into businesses like infrastructure, shopping malls and multiplexes, and luxury hotels.
The Airlines started its full service dual configuration of club and economy classes regional sector operation in Chandigarh, Ranchi, Kolkata, Jaipur and Jodhpur in the first phase. MDLR Group also has a cargo company, pilot training academy and heliport for helicharter services.