NEW DELHI: Indian Airlines has replaced Lowe Lintas and J. Walter
Thompson with Grey Worldwide and local agency AdFactors on the roster
for its US$5 million account.
Incumbent Bates and Akshara retained their positions on the four-agency
roster, while Lowe's Enterprise Nexus and JWT's HTA shop were
dropped.
Grey said it would handle corporate communications, focusing on the
airline's image revamp. The revamp is a priority task as Indian Airlines
faces intensified competition and needs to drum up investor interest in
the run-up to the Government's divestment of a 51 per cent stake in the
company.
Grey will work with partner companies Grey Direct and GCI Group to
develop a consumer advertising campaign in August, followed by employee
communications, direct marketing to the trade, PR and an investor
campaign. Grey has also won the media business for the campaigns it
creates. The airline could not be reached on the account split for the
others.
