AirAsia’s Anupama Jangid Speaks on Her Expectations From an Agency

A month ago AdAge India reported that AirAsia India was scouting for a creative agency. The Malaysia-based airline brand, which is partly owned by Tata Sons in India, had initiated an integrated creative pitch and the mandate includes ATL, Digital and BTL.

AdAge India spoke to Anupama Jangid, Marketing Head, AirAsia India on what they are looking from the agency they plan to select. “An ideal agency would be someone that is proactive and thinks out of the box while being enterprising in their approach,” she said.

AirAsia India is expanding rapidly and with international operations plans underway, our marketing plans are also aligned to it. Aviation is a dynamic industry and we're looking for someone who can match our mentality and understand our business, with the ability to take us to the next level. An ideal agency would be someone that is proactive and thinks out of the box while being enterprising in their approach.

Q. What is the change in the marketing strategy of AirAsia India?

We recently inducted our 17th aircraft right after announcing our 16th aircraft making us closer to our aim of flying international. We are going to hit the market more aggressively with our marketing efforts. The focus will be on bringing innovative campaigns that will tilt the consideration in AirAsia’s favor.

Q. What are you looking for from the new agency/agencies that will work with the company?

We're looking for a new age company with an innovative approach to our industry. An agency that can tell our brand story in a creative manner. We're looking for an agency with a track record of delivering ground-breaking campaigns.

Q. What are the marketing problems for AirAsia India that you are trying to solve?

We want to be the preferred airline in the market. We want to be the natural choice for travellers.

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