MUMBAI:  Indian airlines are not hesitating from finding innovative ways to not only woo passengers but also grab attention. SpiceJet which has been in the news for its innovations has awarded its creative duties to Dentsu Marcom.

The agency won the business following a multi-agency pitch.

SpiceJet aims to re-define and refresh the flying experience in India by infusing it with humanity, warmth, passion, commitment and on occasion a welcome touch of humour, with the goal of delighting customers and exceeding their expectations in every interaction.  All of this is based on the foundation of its internal mantra of SOCCH: Safe, On-time, Clean, Courteous and Hassle-free. The brief it gave to advertising agencies was to capture this spirit in its new campaigns.

SpiceJet chief operating officer Sanjiv Kapoor said, “SpiceJet is delighted to have appointed Dentsu Marcom as the creative agency. We were impressed with their understanding of the brief and strategic approach at the pitch process. The agency will have a vital role to play in repositioning the brand thought further as we grow and will enable SpiceJet to achieve its aim of becoming a people’s airline and a carrier of choice.”

Dentsu India executive chairman and CEO, Dentsu APAC (South) CEO Rohit Ohri said, “We are happy to partner brand SpiceJet on this exciting new phase of their journey in India. The new leadership team at SpiceJet has a clear and compelling vision of what the airline will stand for. Our task will be to develop this vision into a unique thumbprint for the brand and bring that to life at every customer touch point.”