Air Deccan is marking its foray into aircraft branding. The largest low-cost airline has given the mandate to OOH agency AD’s World to look after the advertising rights on its aircraft. As part of the deal, the agency will be looking after advertising on 40 of the Air Deccan fleet, including 200 coaches and 150 step-ladders.
Commenting on the account win, AD’s World Founder and CEO Ajay Dhawan said, “It’s a partnership which will enable both the companies to generate revenue by harnessing each other’s strengths. Air Deccan gets inventory on table in terms of advertising space on its aircraft, on its buses, step ladders, boarding passes, and we through our asset management team, get trained manpower to sell inventory at an investment to other advertisers.”
Last year, Air Deccan opened the exterior of its aircraft for advertisers like NDTV, Idea Cellular, Chevrolet, Sun Microsystems, ICICI Bank, and SBI. The company got into the branding exercise sometime last year, but the latest step shows its seriousness.
Sharing his thoughts on the concept, Air Deccan’s Head of Marketing and Business Alliance Arun Kumar said, “It is a novelty medium with zero clutter. It’s very cost-effective and gives high impact. Air Deccan has pioneered this concept and hence will give advertisers a pan-India spread.”
The company called for pitch last November, which saw participation from four players. Besides, AD’s World, Vantage, TDI and Mumbai-based OOH agency SOS, were also presented pitches.
Giving reasons for choosing AD’s, Kumar said, “They understand the OOH business. They share our vision in aircraft branding opportunity and also understand what it means to be joining hands with the number two airline company.”
Agreeing with him Dhawan said, “The synergies are there in terms of offering very high value and returns to customers at low cost. Both of us believe in cutting the jargon and delivering without much ado.”
Banks, credit card companies, public sector undertakings, mobile companies, insurance companies are some of the advertisers who are willing to be part of this concept.