January 27, 2006: When it is Jet, it has to fly high on a brand image. It has been doing so ever since inception and the airline has now thought big on brand promotion.

Jet Airways which had undertaken and extensive and exhaustive selection process, has now picked advertising major M&C Saatchi to handle its global advertising business. Reports said that the airline is expected to invest heavily in the media to support its domestic marketing as well as the current and new international routes planned for the current year.

Jet which claims to have redefined the quality standards of air travel amongst the Indian public, is looking to expand the brand beyond India. The selection of M&C is seen as a step towards this goal. M&C Saatchi has already started work with Jet Airways in launching the new route to Bangkok with daily, direct flights from Delhi and Kolkata.

M&C Saatchi is undoubtedly one of the world’s most experienced advertising agencies when it comes to airlines and travel. With a wide network of 16 offices the world over and an established presence in Delhi, the company will now establish its second Indian office in Mumbai to adequately service the Jet Airways account, reports added. The new brand campaign is expected to break later in the year.