Carat has announced that it has bagged British Airways’ media duties following a global pitch. ZenithOptimedia was the incumbent.
In a statement on the development, Priti Khurana, marketing lead - India and S Asia, British Airways, noted that the brand is keen to ‘start managing media in a dramatically different manner’.
She said, “British Airways is the preferred carrier for a large part of the discerning traveler audience from India and we are keen to take the appeal much further. To this end, British Airways has already made sizeable investments on the technology and infrastructure front and now we’d want the message to be driven home, with maximum impact.”
According to the statement, a ‘high voltage media campaign’ is scheduled to go on air shortly.
Vidhu Sagar, EVP, Carat Media, added, “British Airways is a prestigious brand and has always been the preferred choice of the discerning traveler. However with the recent expansion of the franchise to include more mainstream audiences, our media approach is now going to be similarly aligned to connect the brand message with the chosen prospects most effectively. We shall endeavour to do this with the help of all pertinent media platforms - including television, print, digital, OOH as well as activation, as appropriate.”
Kartik Iyer, MD, Carat India, said, “We are absolutely delighted that British Airways has chosen Carat to partner them in this growth phase of their business. British Airways had always led the market in creating iconic brand communication campaigns and we look forward to partnering them in their endeavour to engage with the vast traveling population of India.”