Air India has issued a tender outlining its search for a firm to manage brand and reputation, crisis communications in the event of an emergency, internal communications, investor relations and digital PR.
The successful agency will be based in India but its remit will involve global reputation management, media relations with foreign press and "maintaining a major presence on social media", according to the RFP document.
Agencies tendering for the brief must have a minimum annual turnover of £500,000 for the past three years and experience of working with major airlines or other travel and tourism clients, but should not be working with any domestic competitor of Air India.
The contract contains the option for renewal for a further year.
It is only the second time the carrier has called in agency help with Indian firm Perfect Relations previously handling PR, according to reports.
The airline serves domestic and international routes and will shortly become a member of Star Alliance, the world’s biggest alliance of global airlines, joining carriers such as United Airlines, Air New Zealand and Lufthansa.
In recent years the New Delhi headquartered carrier has suffered financial losses and fall in market share but has invested in a fleet of Dreamliners that is set to number 20 by the end of 2014 as it pursues international expansion.