MUMBAI: Grey Worldwide Delhi has won the communication duties for Kalanithi Maran-owned low-cost airline SpiceJet, following a multi-agency pitch.

The other agencies that participated in the pitch were GIIR, Draft+FCB, Lowe, BBDO and Contract.

Contract was the incumbent agency on the account.

SpiceJet CEO Neil Mills said, "We selected Grey Advertising for the strength of their creative strategy and the passion exhibited by their team. The Agency will have an important role to play in building the brand further as we grow, enabling SpiceJet to achieve its aim of becoming a people‘s airline and hence a carrier of choice."

Grey Delhi ECD Uddalak Gupta added, "Our approach was to think beyond the obvious and the conventional, and come up with solutions where customer engagement was key."

The pitch was announced in February and went through multiple rounds before SpiceJet finally awarded the account to Grey Worldwide, Delhi.

Grey Delhi VP Planning Divya Pratap Mehta added, "In a category which is commoditised and facing business pressures, we stuck to fundamentals. Our starting point was to keep business growth and differentiation at the heart of the strategy."