The account will be managed by L&K Saatchi & Saatchi’s Mumbai office.
L&K Saatchi & Saatchi has been awarded the creative mandate of Akasa Air. The creative agency owned by Publicis will manage the strategic and creative initiatives for the airline, including developing brand and tactical communications for above-the-line and below-the-line elements.
It will be responsible for developing the brand’s communication campaigns, and creatives for the launch and sustenance phases. It will also be involved in designing brand identity applications across different mediums.
Belson Coutinho, the Co-founder and Chief Marketing and Experience Officer of Akasa Air, said that Akasa Air is on a journey to build India’s most affordable and dependable airline that delivers warm, efficient, and reliable service. It is, hence, inevitable to have a communication strategy that compliments the brand’s promise as well as its actual delivery on-ground. Akasa Air wants its brand communications to be authentic, drive innovation, and also reflect its core value of empathy.
He added, “We believe L&K Saatchi & Saatchi is the ideal partner to help us, with their insights-driven, creative, and collaborative approach. We are pleased to have them as our Agency on Record.”
Paritosh Srivastava, CEO of L&K Saatchi & Saatchi, was quoted as saying, “It is a once-in-a-lifetime opportunity to launch an airline. It can’t get bigger than this. It is very humbling to be a part of the core team at Akasa, and to go through the journey of its launch, a launch that is massive and transformational for our country and its people.”
He added, “Aviation is a tough business. Everyone who is involved in it has to bring their best game to the table. We intend to try everything in our power to contribute to the airline’s success in the times to come. We believe we are not just an agency for Akasa Air. We feel a sense of ownership here and want to treat it as our own business.”
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