Dentsu has secured Air India’s media planning and buying mandate after a competitive multi-agency pitch process. The account is estimated to be worth between Rs 100 crore and Rs 150 crore.
The mandate was previously managed by Initiative, part of IPG Mediabrands, which won the business in 2024 following a review that began in 2023. Air India’s creative mandate continues to be handled by McCann Worldgroup India, which was appointed in 2023.
The appointment comes as Air India continues its transformation journey under the Tata Group, which reacquired the airline in 2022. Since then, the carrier has undertaken a series of strategic initiatives focused on fleet modernisation, operational integration, customer experience enhancement, and brand building.
In 2024, Air India completed the merger of Vistara into its full-service operations and consolidated its low-cost carriers under Air India Express, creating a unified airline group and strengthening its position in the aviation market.
With the new mandate, Dentsu will oversee media planning and buying responsibilities for Air India, supporting the airline’s ongoing efforts to strengthen brand visibility, customer engagement, and market presence as it continues its growth and transformation strategy.
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