MAM
L&K Saatchi & Saatchi bags creative mandate of Akasa Air
Mumbai: L&K Saatchi & Saatchi has won the creative mandate of India’s newest airline brand, Akasa Air. As its creative partner, the agency will manage strategic and creative initiatives for the airline, which include developing brand and tactical communication for above-the-line and below-the-line elements. It will also develop brand communication campaigns and creatives for launch and sustenance phases and be involved in designing brand identity applications across mediums.
The account will be managed by the Mumbai office of the agency.
Commenting on the association, Akasa Air co-founder and chief marketing & experience officer Belson Coutinho said, “We are on a journey to build India’s most dependable and affordable airline that delivers warm, reliable, and efficient service. Hence, it is inevitable to have a communication strategy that complements both the brand promise and our actual delivery on the ground. We want our brand communication to be authentic, drive creativity and innovation, and at the same time reflect our core value of empathy.”
“We found L&K Saatchi & Saatchi an ideal partner to help us on our journey with their creative, collaborative, and insights-led approach, and we are pleased to have them on board as our Agency on Record,” he added.
Sharing his views on how Akasa Air would power India’s growth engine, L&K Saatchi & Saatchi CEO Paritosh Srivastava said, “It’s literally a once-in-a-lifetime opportunity to launch an airline; it doesn’t get bigger than this. The experience of being a part of the core team at Akasa and going through the journey of the launch of something as massive and transformational for our country and people is truly humbling. Aviation is a tough business, and everyone involved has to bring their best game to the table. We will try everything in our power to contribute to Akasa’s success in the time to come. We believe we are not an agency for Akasa; we feel a sense of ownership, and treat this as our own business.”
Brands
6 in 10 face bias, 58 per cent delay care: India’s LGBTQIA+ health crisis
Study highlights bias in care and unsafe spaces shaping everyday choices
MUMBAI: A significant number of LGBTQIA+ women in India are putting off essential healthcare, with 58 per cent reporting delays or avoidance due to discrimination, according to a new study. The figure is the highest among five countries surveyed, pointing to deep-rooted systemic challenges.
The research, conducted by Kantar in partnership with DIVA Charitable Trust and The Curve Foundation, draws insights from over 3,200 LGBTQIA+ women and non-binary individuals globally. Released around Lesbian Visibility Week, the findings highlight how bias continues to shape access to care.
In India, 60 per cent of respondents said they had faced discrimination in healthcare settings, often feeling dismissed or not taken seriously by providers. This has led many to delay seeking treatment, underscoring how trust deficits in the system directly impact health decisions.
The study also reflects broader social realities. Instances of verbal or physical abuse were commonly reported across platforms such as social media, public transport and social venues, reinforcing a persistent sense of insecurity in everyday life.
At the same time, expectations from brands are evolving. In India, 78 per cent of respondents believe companies should actively contribute to advancing diversity and inclusion, signalling a growing demand for corporate accountability.
Kantar India HR head Mridul Shekhar said, “LGBTQIA+ women and non-binary people remain underrepresented and overlooked. Their experiences are shaped by uneven access to care and systems not designed with them in mind. When people are invisible in data, they become invisible in decision-making.”
DIVA Charitable Trust executive director Lady Phyll added, “When people delay healthcare because they fear discrimination, we are no longer talking about symbolic inclusion. These are life decisions driven by the need to feel safe.”
The findings underline a stark reality. While awareness around inclusion is growing, bridging the gap between intent and lived experience remains an urgent priority.
