Domestic Indian airline Air Deccan will carry advertising on all its airbus. The airline has joined hands with Mumbai-based marketing solutions provider Cutting Edge Media for the project rolling out in August.

Air Deccan, chief revenue officer John Kuruvilla said, "We decided to go with Cutting Edge Media as our partners for in-flight entertainment and in-flight branding. They have the necessary bandwidth and expertise to deliver on various advertising opportunities. More so, Cutting Edge Media shows a tremendous zest for innovations and non-traditional media options and we are confident of the results."

According to the statement in the press release, this concept has gained popularity overseas but none of the Indian air carriers have ever considered it till now. Air Deccan claims to give advertisers a chance to impact their brand presence to a hundred per cent captive audience - 82 per cent business travelers.

The passengers will be provided with in-flight entertainment via 16 TV sets airing current news and general entertainment. NDTV, CNBC and Star have agreed to provide news on business, Bollywood and more.

Advertisers, in addition to advertising on the in-flight television screens, can hop on board and choose from an array of latest new ad mediums on the inside and outside the aircraft. The space on the overhead stowage bins, reserve side of boarding pass, baggage tags, steps of the ladders, cockpit doors, headrests, full centre aisle carpet will provide ad space to potential advertisers.

The advertisement can also be placed on the aircraft exterior and daily flying billboard.
This media vehicle can be viewed by over 12-lakh air travelers using Indian airports every month. For the passengers, NDTV, CNBC and Star have agreed to provide news on business, Bollywood and more.

Cutting Edge Media, CEO Murtuza Kagalwala said, "Cutting Edge Media recognises the importance of non-traditional niche media. With in-flight entertainment and in-flight branding on Air Deccan, we will live up to the expectations that advertisers and ad agencies have from us."