Air Works wins ‘Marketing Campaign of the Year Award’

First-ever APAC win by an Indian MRO makes Air Works a torch bearer for the entire sector

September 23, 2020

Air Works, India’s biggest, most-diversified, independent MRO and aviation services provider, announced that it has been awarded the prestigious ‘Marketing Campaign of the Year Award’ for 2020. The award is the first-ever such recognition for any Indian MRO, within the Asia Pacific (APAC) region.

The awards, conferred by US-based ‘Aviation Week’ - one of the most authentic global voices in the universe of aviation - are highly coveted across the entire aviation industry. The Asia Pacific recognition for Air Works is well timed and especially significant, as the region is the fastest growing aviation market worldwide. This maiden regional win carries the potential to inspire the entire Indian MRO sector to step up and realise its true potential on the global aviation stage.

Commenting on the feat, D Anand Bhaskar, MD & CEO, Air Works said, “With supportive taxation policies, Indian MRO sector is poised for faster growth in the coming years and the APAC region will play a critical role in making the country an MRO hub. Bagging the ‘Marketing Campaign of the Year Award’ reflects the consistent delivery capabilities of Air Works’ service quality over the last seven decades. This global award not only reinforces aviation customers’ confidence in Air Works’ capabilities as a partner of repute, but also acts as a beacon of success in the times to come for the entire Indian MRO ecosystem, in sync with the government’s ambition”.

He further added, “The hard work of our colleagues is the key ingredient behind this award, which indicates the resilience of Air Works’ as a company despite the disruption during the COVID times”.

Notwithstanding its 70-year old legacy, Air Works initiated a systematic marketing program last year as part of its strategic transformation process that began two years ago. Under this initiative, a new Brand and Communications vertical was instituted and was entrusted with the task of strengthening the organisation’s connect with its ecosystem, including customers, partners and employees.

The team aggressively leveraged digital media with the result that Air Works grew its social media presence by more than 50% within a year, all via organic mode. Today, it has the largest social media presence among all the MRO players in the country. This is no mean achievement given the fact that marketing in B2B industry such as aviation engineering and maintenance is highly specific, specialised, and at times, complex in nature.

“The win is a big booster for the morale of the Air Works’ Brand team. It reflects the maturity and the depth of value that the company brings to the table for its customers. The pandemic also underscored our resolve to operate as a connected enterprise, heightening the critical need of internal communications. As Indian MROs increasingly upscale and synchronise with the global aviation ecosystem, marketing and communication will play an even greater role in clearly promoting the visibility and capabilities of the sector”, said Gaurav Sahni, AVP and Head of Brand & Communications.

“With Air Works’ glorious heritage, we constantly endeavour to highlight our strong organisational culture of integrity, our workmanship and service quality as well as other value propositions among our customers for a credible differentiation” said Sahni. The team has already achieved many important accolades in a very short span of time despite commencing syndicated marketing efforts only as early as last year.

The latest award is yet another ratification for Air Works’ after the MRO player won the “Leading Independent MRO of the Year” award in 2011 from Aviation Week. The award comes at a time when Air Works is also celebrating its 70th Anniversary as well as 50 years of maintaining Rotary wing machines. Currently, Air Works is not only India’s largest provider of Line Maintenance services to global airlines, but also is certified to maintain more than 55 types of aircraft, making it also the most diversified MRO in the country with a pan-India presence in 27 locations with more than 1300 employees. It also provides commercial aircraft asset management services and aircraft finishing services apart from MRO-related offerings.