Published on: June 25, 2026
Air India has reportedly entrusted its media planning and buying responsibilities, estimated at around ₹150 crore annually, to Dentsu after a competitive multi-agency review process, according to industry sources familiar with the matter.
The appointment represents one of the most notable media account shifts in the aviation sector and further deepens Dentsu’s association with the Tata Group.
The mandate was previously managed by Initiative, the media agency under IPG Mediabrands, which had secured the business following an extensive pitch process in 2024. Air India’s latest review aligns with the airline’s ongoing transformation efforts under Tata Group ownership, as it continues to streamline marketing operations while expanding its domestic and global footprint.
Under the new partnership, Dentsu is expected to oversee media strategy, planning, and buying across multiple channels, including television, digital, OTT, print, radio, and emerging media platforms.
The win further strengthens Dentsu India’s presence within the Tata Group ecosystem. Earlier this year, the agency network secured the Tata Group’s consolidated IPL media mandate, covering brands such as Air India Express, Tata Motors, Voltas, TATA AIG, and CaratLane.
The account comes at a crucial time for Air India as the airline intensifies brand-building initiatives following its merger with Vistara and the integration of its low-cost airline businesses.
Since returning to Tata Group ownership in 2022, Air India has been executing a comprehensive transformation strategy focused on fleet upgrades, improved customer experiences, and network expansion.
The development also reflects broader trends in India’s media industry, where advertisers are increasingly prioritizing integrated and data-driven media solutions amid growing investments in digital and performance-focused marketing channels.
Read more: HEINEKEN Retains dentsu for Global Media, Restructures Creative Agency Network
