Air India has awarded its media planning and buying mandate to Dentsu, according to sources close to the development.
As per media reports, the account has been estimated to be worth between Rs 100 crore and Rs 150 crore. Dentsu has secured the business following a multi-agency pitch.
The media mandate had previously been handled by Initiative, part of IPG Mediabrands, which won the account in 2024 after a multi-agency pitch process that began in 2023. Air India’s creative mandate has continued to remain with McCann Worldgroup India, which secured the business in 2023.
The mandate review has come as Air India has continued its transformation under the Tata Group, which reacquired the airline in 2022. Since then, the carrier has undertaken several initiatives, including 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.
