The win comes after a global pitch. The airline brand is keen to start managing media in a dramatically different manner. A high voltage media campaign is scheduled to go on-air soon in India.
As part of a global pitch, British Airways has chosen Carat, part of the Dentsu Aegis Network, for its media agency alignment. Confirming this development, Priti Khurana, Marketing Lead for British Airways in India and South Asia, said that the brand is keen to start managing media in a dramatically different manner and Carat was found to be the most promising partner for the job.
“British Airways is the preferred carrier for a large part of the discerning traveller 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,” Khurana said.
Vidhu Sagar, Executive VP, Carat Media, said, “British Airways is a prestigious brand and has always been the preferred choice of the discerning traveller. 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 will endeavour to do this with the help of all pertinent media platforms including television, print, digital, OOH as well as activation.”
Kartik Iyer, MD of 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 endeavor to engage with the vast traveling population of India.”