Dentsu Marcom flies off with SpiceJet creative mandate

The incumbent agency was JWT which had also participated in the multi-agency pitch

BestMediaInfo Bureau | Delhi | April 28, 2014

Dentsu Marcom has just won low-fare airline SpiceJet's creative business after a multi-agency pitch. The incumbent agency was JWT which had also participated in the pitch. The business will be handled out of Dentsu's Gurgaon office.

JWT had won the SpiceJet account in February 2013.

SpiceJet aims to redefine and refresh the flying experience in India by infusing it with humanity, warmth, passion, commitment and on occasion a welcome touch of humour, with the goal of delighting customers and exceeding their expectations in every interaction. All of this is based on the foundation of its internal mantra of SOCCH: Safe, On-time, Clean, Courteous and Hassle-free. The brief it gave to advertising agencies was to capture this spirit in its new campaigns.

Sanjiv Kapoor

Sanjiv Kapoor, Chief Operating Officer, SpiceJet, said, “SpiceJet is delighted to have appointed Dentsu Marcom as our creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process...The agency will have a vital role to play in repositioning the brand thought further as we grow and enabling SpiceJet to achieve its aim of becoming a people's airline and a carrier of choice.”

Rohit Ohri

Rohit Ohri, Executive Chairman, Dentsu India and CEO, Dentsu APAC (South), said, “We are happy to partner brand SpiceJet on this exciting new phase of their journey in India. The new leadership team at SpiceJet has a clear and compelling vision of what the airline will stand for. Our task will be to develop this vision into a unique thumbprint for the brand and bring that to life at every customer touch point.”

Gurgaon-based SpiceJet is India's second-largest low-fare airline. The airline currently operates more than 330 daily flights to 50 destinations, which includes 42 Indian cities and eight international destinations.

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