Grey Delhi bags SpiceJet creative mandate

The multi-agency pitch saw participation by GIIR, Draftfcb, Lowe, BBDO and Contract, the incumbent agency

Ananya Saha | Delhi | April 5, 2012

Low-cost airline SpiceJet has appointed Grey Worldwide, Delhi, as its partner to handle the communication mandate. SpiceJet had called for a multi-agency pitch which participated in by GIIR, Draftfcb, Lowe, BBDO and Contract, the incumbent agency. The pitch was announced in February and went through multiple rounds before SpiceJet finally awarded the account to Grey Worldwide.

SpiceJet started its operations on May 23, 2005. Today, it connects 32 cities in India along with two international destinations. It has more than 274 daily flights across its network.

SpiceJet has a fleet of 32 Boeing 737-800 and 737-900ER aircraft. The fleet also includes seven Bombardier Q400 which are quick, quiet and comfortable.

Commenting on the selection Grey Worldwide, Neil Mills, CEO, SpiceJet, said, “We selected Grey for the strength of their creative strategy and the passion exhibited by their team. The agency will have an important role to play in building the brand further as we  grow, enabling SpiceJet to achieve its aim of becoming a people's airline and hence a carrier of choice.”

Dip Sengupta, VP and Branch Head, Grey Delhi, said, “It's a very exciting win for us. SpiceJet is a great brand and it's an honour to be chosen to partner it as it charts its flight path into the heartland of India.”

Uddalak Gupta, Executive Creative Director, Grey Delhi, commented, “Our approach was to think beyond the obvious and the conventional, and come up with solutions where customer engagement was the key, in ways that hadn't been done before in the Indian aviation industry.”

Added Divya Pratap Mehta, VP - Planning, Grey Delhi, “In a category which is commoditised and facing business pressures, we stuck to fundamentals. Our starting point was to keep business growth & differentiation at the heart of the strategy.”

Ananya@BestMdiaInfo.com

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