Jet sets adspend pace, Mallya right behind

The rivalry between Naresh Goyal's Jet and Vijay Mallya's Kingfisher Airlines is spilling into the advertising space. Jet Airways is ramping up its advertising spend for 2007 to over Rs 100 crore, even as challenger Kingfisher gets ready to roll out its international campaign.
Kingfisher plans to spend as much on advertising over the next one year as it did in the last 22 months of its existence - around Rs 70-odd crore. Jet Airways seems to have already set the pace for the current year. Publicis group's Starcom has been handed over charge of Jet's media buying business, while the creative account has been given to M&C Saatchi. Jet's ad budget will cover markets beyond India, in line with its international expansion plans.
Kingfisher Airlines plans to ride on the global appeal of Formula 1 races to launch its international advertising campaign in March this year.Last year, Kingfisher test-marketed certain campaigns targeting NRIs at United States and UK.
Though Starcom MediaVest CEO-South Asia Ravi Kiran declined to provide details about Jet's advertising plans for the year, he said these would include a series of innovations that would go beyond plain vanilla advertising.
20/02/07 Sudipto Dey & Ratna Bhushan/Economic Times/agencyfaqs.com

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Categories: jet airways feb 2007, kingfisher feb 2007