It was erroneously reported when filing the story that Rediffusion Y&R is one of the participating agencies. The agency handles the Kingfisher account and clarified that they are not a part of the pitching process. The error is regretted.
At a time when most of its competitors are pinching pennies and possibly slashing advertising budgets, SpiceJet is learnt to have called for a pitch of its creative business. Agencies known to be part of the pitch include Bates 141, Ogilvy & Mather, Leo Burnett and Capital Advertising, according to sources close to the development.
These are challenging times for the Indian airline industry, hit by recession and rising input costs. According to a source, SpiceJet's brief to the agencies for the pitch is simple, "Advertising that will retain business and help achieve 10% growth." SpiceJet is in the process of shortlisting agencies for a final round of pitching soon.
The domestic airline appears to be faring better than others, with its cost cutting and fuel conservation strategies. SpiceJet primarily caters to India's business travellers and recently announced a flexible corporate programme that allows for ticket cancellations and refunds. The airline has also joined hands with UK's UnderFivePounds.com to sell merchandise on board, and later, online.