Air India hands media planning and buying mandate to Dentsu

The account was previously handled by Initiative, part of IPG Mediabrands

by e4m Staff
Published: Jun 24, 2026 2:34 PM | 2 min read

Air India has awarded its media planning and buying mandate, valued at approximately Rs 150 crore, to Dentsu after a competitive pitch, marking a significant shift in the aviation sector.
The account was previously managed by Initiative, part of IPG Mediabrands, which had held the mandate since 2024.
Dentsu will oversee Air India's media strategy across various platforms, including television, digital, and print, as the airline undergoes transformation under Tata Group ownership.
This appointment enhances Dentsu's relationship with the Tata Group, following its earlier acquisition of Tata Group's IPL media mandate and reflects a trend towards integrated media solutions in India's advertising market.

Air India has awarded its estimated Rs 150 crore media planning and buying mandate to Dentsu following a competitive multi-agency pitch, according to people familiar with the development. The win marks one of the most significant agency movements in the aviation category and further strengthens Dentsu's relationship with the Tata Group.

The account was previously handled by Initiative, part of IPG Mediabrands, which had secured the mandate after a lengthy pitch process in 2024. Air India's latest review comes amid the airline's ongoing transformation under Tata Group ownership and its efforts to consolidate marketing and media operations as it expands both domestically and internationally.

Industry executives estimate the media business to be worth approximately Rs 150 crore annually. The appointment is expected to see Dentsu oversee media strategy, planning and buying across television, digital, OTT, print, radio and emerging platforms for the airline brand.

The win adds to Dentsu India's growing portfolio within the Tata ecosystem. Earlier this year, the agency network secured Tata Group's consolidated IPL media mandate covering multiple group companies, including Air India Express, Tata Motors, Voltas, TATA AIG and CaratLane.

The mandate assumes greater significance as Air India accelerates its brand-building efforts following its integration with Vistara and the consolidation of its low-cost airline businesses.

Since returning to Tata Group ownership in 2022, the carrier has undertaken a large-scale transformation programme spanning fleet modernisation, customer experience enhancements and network expansion.

The development underscores continued momentum in India's media agency market, where advertisers are increasingly seeking integrated, data-led media solutions amid rising investments in digital and performance-driven channels.