Dentsu has won Air India’s media planning and buying mandate, according to sources close to the development.
The account is estimated to be in the Rs100 - 150 crore range. The account was won after a multi-agency pitch.
The media business was previously handled by Initiative part of IPG Mediabrands, which won the mandate in 2024 following a multi-agency pitch process that began in 2023. Air India’s creative mandate continues to be with McCann Worldgroup India, which secured the account in 2023.
The mandate review comes as Air India continues its transformation under the Tata Group, which reacquired the airline in 2022. Since then, the carrier has undertaken a series of initiatives spanning fleet modernisation, operational integration, customer experience improvements and brand-building efforts.
In 2024, Air India completed the merger of Vistara into its full-service operations and consolidated its low-cost carriers under Air India Express, creating a unified airline group.
