L&K Saatchi & Saatchi flies away with Akasa Air's creative biz

Full-service communications agency, L&K Saatchi & Saatchi, which is a part of the Publicis Groupe, has bagged the creative mandate of the recently launched low-cost airline, Akasa Air.

The account will be managed by the agency’s Mumbai office. L&K Saatchi & Saatchi will work on strategic and creative initiatives for the airline. This would include developing brand and tactical communication for above-the-line and below-the-line campaigns. The agency will also look into developing brand communication pieces, and creatives for the launch and sustenance phases. They will involve in designing brand identity applications across mediums too.

Belson Coutinho, co-founder and chief marketing and experience officer, Akasa Air, said, “We are on a journey to build India’s most dependable and affordable airline that delivers warm, reliable and efficient service. Hence it is inevitable to have our communication strategy that complements both the brand promise and our actual delivery on ground.”

Commenting on the development, Paritosh Srivastava, chief executive officer, L&K Saatchi & Saatchi, further added, “Aviation is a tough business, and everyone involved has to bring their best game to the table. We will try everything in our power to contribute to Akasa’s success in the time to come. We believe we are not an agency for Akasa; we feel a sense of ownership, and treat this as our own business.”