Air India has awarded its media planning and buying mandate to Dentsu India following a competitive multi-agency pitch, according to industry sources.
The account, estimated at around ₹150 crore annually, was previously handled by Initiative, part of IPG Mediabrands, which secured the business in 2024.
Under the new mandate, Dentsu will oversee media strategy, planning and buying across television, digital, OTT, print, radio and other platforms for the airline.
The appointment further strengthens Dentsu’s relationship with the Tata Group. Earlier this year, the agency network secured the group’s consolidated IPL media mandate, covering several Tata brands, including Air India Express, Tata Motors, Voltas, TATA AIG and CaratLane.
The mandate comes as Air India continues its transformation programme under Tata Group ownership, including fleet modernisation, network expansion and brand-building efforts following its integration with Vistara.
