IndiGo Airlines opts for online creative pitch

Low-cost airline IndiGo is on the look-out to hire a creative agency.

The homegrown airline has been scouting for a partner to handle its mainline and digital duties since February 2024, with the pitch currently underway in Delhi NCR. IndiGo's decision to put its creative account up for review comes less than a year after it signed WPP’s Wunderman Thompson (now VML) as its partner.

Sources familiar with the pitch told Campaign India that the airline brand has also opted for a purely digital pitch process, ditching offline pitch presentations and asking agencies for online submission of their ideas. Additionally, no third-party consultant has been appointed to oversee the on-going pitch process over the last two weeks.

India’ top agencies have put in their submissions. Campaign understands from sources that Wieden + Kennedy—the agency that helped IndiGo cement its positioning in the Indian market from 2008 to 2023—is reportedly not participating in the pitch.

IndiGo, owned by Interglobe Aviation Ltd, primarily operates in India’s domestic air travel market as a low-cost carrier and has grown from a carrier with one plane to a fleet of over 300 aircraft. The airline has a total destination count of over 100 destinations with more than 80 domestic destinations and 30 International destinations. The company went public in 2015.

Recently, IndiGo’s flight from Ahmedabad to Ayodhya saw unusual marketing initiative with airline’s staff dressing up as Lord Rama, Lord Lakshman, Goddess Sita, and Lord Hanuman. In 2023, the airline brand announced its partnership with lifestyle brand Mokobara and launched an exclusive collection of premium luggage, catering to the modern Indian jetsetters.