SpiceJet ropes in Leo Burnett for integrated marketing

MUMBAI: Low-cost carrier SpiceJet has appointed Publicis Groupe-owned ad agency Leo Burnett India as its creative partner for integrated marketing communications. The account size is pegged at over Rs 4 crore, industry sources told Brand Equity, and was won after a pitch with 6-7 advertising agencies. The account was previously handled by Delhi-based Magic Circle.

Debojo Maharshi, chief marketing officer, SpiceJet, told BE, “In today’s hyper-consumption age, it is critical that we partner with an agency which can not only think with speed and agility but create integrated solutions which will help us connect with our audience at multiple platforms and touchpoints.”

Speaking about the account win, Dheeraj Sinha, MD, Leo Burnett India, said, “An airline brand gets built at multiple touchpoints right from ticket bookings to check-ins to inflight experiences.”


They added that the agency's data led approach will help the company build a stronger brand narrative across consumer touchpoints.

SpiceJet’s most recent marketing initiative to enable voters to fly home for the Delhi assembly elections faced severe backlash online given that the airline is among four carriers that have suspended stand-up comedian Kunal Kamra from flying.