Air India hires McCann India as a part of its rebranding exercise

In a move towards rebranding, Tata Group-owned Air India on Wednesday brought in global marketing services firm McCann Worldgroup India for the company’s creative mandate.

The mandate to handle advertising and marketing communications for the company comes at a time when the company has signed formal agreements to purchase 470 aircraft at a cost of $70 billion.

The agency said in a press release that the marketing services company has undergone a rigorous evaluation as part of a multi-agency promotion to partner with the airline. The airline said it is building itself as a “global airline with an Indian heart”.

“This is a brand close to the heart of pilots around the world, and the new Air India will be the embodiment of the aspirations of global Indians. With McCann Worldgroup as a partner, we expect to transform the brand into one of the most impressive and reliable in India and abroad.

The agency will develop a new brand platform and develop a comprehensive suite of multi-channel marketing communications.

Prasun Joshi, CEO and COO of McCann Worldgroup India and Chairman of Asia Pacific, led the presentation along with a team of local and global partners.

“Air India is a brand that inspires us, and we are excited to be involved with them as they chart a new course. We look forward to collaborating with Air India and providing best-in-class strategic and creative services that build on the brand and take it to new heights.”