AirAsia picks creative agency in India

AirAsia India has appointed Wunderman Thompson South Asia to manage creative duties following a pitch in 2019. The agency will be responsible for brand strategy and shaping the communications narrative in India, taking care of above-the-line and digital creative mandates.

According to the press statement, Wunderman Thompson understood AirAsia India’s strategic and brand objectives and will be working on developing the brand’s strong and sustainable positioning that will cut across geographies, demographics and mindsets and deliver differentiated content with incisive insights. A+M has reached out to Wunderman Thompson for additional information.

AirAsia India is a joint venture between Tata Sons and AirAsia Investment. AirAsia India commenced operations on 12 June 2014 with Bengaluru as its primary hub. Its agenda is to drive salience across markets with customised content and clutter-breaking communication that inspires diverse audiences with its brand promise and aspirational journey ahead.

AirAsia India's CMO Siddhartha Butalia said the agency approached the opportunity with strong strategic insights and compelling creative ideas that bring the emotion and inspiration back to travel. "We’re looking forward to partnering with them to drive consideration and relevance across the customer journey, take off to even greater heights and explore new territories," Butalia added.

Senior VP and managing partner at Wunderman Thompson, Kundan Joshee, said AirAsia has a unique value proposition and a distinct challenger brand spirit that makes it such a powerful brand.

"Our job is to partner with AirAsia and bring alive its philosophy of service, efficiency and innovation. In today’s times it’s essential for a brand to have multiple conversations with people across touchpoints and this gives us the opportunity to do new age work and drive interesting conversations around the brand," he said.

Closer to home, AirAsia Group and Universal Music Group partnered last year to launch RedRecords, a new label partnership focused on signing, developing and breaking new Asian artists and elevating "A-pop" globally to new audiences throughout the region and around the world. RedRecords will focus on discovering and developing talent from Southeast Asia and throughout the wider continent and form a clear and unique sound that reflects the diverse and rich musical culture of the continent.

The airline also announced last November that it is expanding its online offering to include flights on other airlines as it transforms airasia.com into Asia Pacific’s leading travel and lifestyle platform. This was done in partnership with leading travel technology company Kiwi.com. It also unveiled SNAP, a new name for flight + hotel packages on airasia.com offering the lowest guaranteed package prices in 2019.