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Air India reviews its creative business; also scouts for media agency

23-February-2009
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Air India reviews its creative business; also scouts for media agency

National carrier Air India is reviewing its creative duties, and while at it, is also scouting for a media agency. This is the first time that Air India is planning to appoint a media agency for its communication mandate. The account size could not be ascertained at the time of filing this report, but is believed to be substantial.

A senior official from Air India has confirmed the development and said that the airline already had agencies like Mudra, RK Swamy, Prem Associates, ThompsonConnect, among others, on its roster. However, now it plans to have one more agency under its umbrella, which will build a strong communication plan for Air India.

Air India Ltd is state-owned and administered as part of the National Aviation Company of India Ltd, which was created in 2007 to facilitate Air India’s merger with Indian Airlines. It is the 16th largest airline in Asia, serving 28 destinations worldwide. Air India was founded by JRD Tata in 1932 as Tata Airlines, a division of Tata Sons Ltd. (now Tata Group).

Air India’s current subsidiaries include Air India Cargo, a separate division that provides air cargo services with a dedicated fleet, and Air India Express, a low-cost airline that operates flights mainly to the Middle East. With the merger of Indian Airlines and its subsidiary, Air India Regional, into Air India, these two airlines also became subsidiaries of Air India.

Air India’s current livery was unveiled in May 2007. It is a cross between Air India’s old predominately red and white livery and Indian Airlines’ livery. The logo of the combined airline is a ‘Flying Swan’ with the ‘Konark Chakra’ placed inside it. The airline’s famous mascot is ‘The Maharajah’, introduced way back in 1946.

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The aim is to advance the company’s goal of simplifying its business and drive deeper service connectivity to its clients