Airlines yet to tap inflight-ad pie

Mumbai: Globally, low cost airlines have succeeded in boosting their ancillary revenue through in-flight advertisements, but Indian carriers are yet to take off on this front in a big way. Except for Air Deccan which has been advertising products like ICICI Bank credit cards and VIP luggage, and Kingfisher which had earlier tied up with Pepsi.
Surabhi Chawla, an aviation analyst with Angel Broking, says that globally, airlines garner nearly 14-20% of their revenues through in-flight advertisements. However such advertising has been lagging behind in India since premium brands are beyond the reach of the average air traveller in India at present, especially after the successful entry of low cost carriers (LCCs).
Private carriers are now looking at attracting advertisers in their flights. Says Siddhanth Sharma, CEO, Spicejet, “ We are in talks with firms like Cafe Coffee Day to introduce in-flight advertisements.”
Warwick Brady, COO, Air Deccan considers in-flight advertising a serious business. The airline earns around Rs 36 crore annually through in-flight advertising.
29/01/07 Shaheen Mansuri/Financial Express

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