O&M makes Emirates TVCs for Fifa Cup

Ogilvy & Mather (O&M) in India is producing the television commercials (TVCs) for Emirates airline to promote the carrier during the Fifa Wold Cup, Emirates Business has learnt from reliable sources at the airline.

The Mumbai office of the agency has been working on other projects of branding for the Dubai-based airline, "but it is for the first time that they have worked on TVCs for the airline", said a senior executive at the Mumbai office of the agency.

The first cut of the TVC has already been submitted to the airline, "but it has been sent back to the agency for reworking", said a senior executive of Emirates on the condition of anonymity. "It was a beautifully produced TVC with some very creative shots of the game, but there was very little of the airline branding," added the executive.

The airline has also been in the process of choosing a new agency.

The sources at the agency office in Mumbai or the airline did not disclose the cost and other details of the commercial deal.

The airline is the official sponsor of the Fifa World Cup that starts on June 11 next year in Johannesburg in South Africa. The airline has not revealed the amount it paid for the Fifa sponsorship also.

The agency in India has also been working on other TVCs for the airline and has just released a new campaign for the Indian market.

"This was our first production for the airline and its been aired since the end of November," said Derrick D'Souza of O&M in Mumbai. "The commercial is a compilation of various clips from a bank of resources, including some shot specifically for this campaign and is produced by Vivek Shah."

 

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