Dentsu Marcom wins Spicejet’s creative duties

Dentsu Marcom has announced that it has bagged the creative duties of Sun Network’s budget airline Spicejet. On 25 March, financial daily Mint had reported the development, adding that the airline would launch a brand campaign on the theme ‘With all our heart’.

The agency won the business following a multi-agency pitch. JWT India was the incumbent. Madison handles the media duties.

A Dentsu Marcom statement said the brief given to agencies was to capture the spirit of the airline’s internal mantra ‘SOCCH: Safe, On-time, Clean, Courteous and Hassle-free’.

Sanjiv Kapoor, COO, SpiceJet, said, “Spicejet is delighted to have appointed Dentsu Marcom as our 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 enabling SpiceJet to achieve its aim of becoming a people’s airline and a carrier of choice.”

Rohit Ohri, executive chairman, Dentsu India and CEO, Dentsu South Asia, 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.”