Etihad CEO James Hogan said his company is using a variety of methods to reach a broader segment of the Indian market to help fuel future growth.
"This is the first time we've had a major advertising campaign in India. It's a market where we see very strong potential," he told Gulf News.
Etihad already serves eight destinations in India, including two cargo routes.
Last year, the company launched an aggressive media campaign targeted at the Indian travellers residing in India and abroad.
The campaign included a partnership with the matrimonial website Shaadi.com, linking users to Etihad's booking portal based on their travel plans.
Unlike its older regional competitors, the six-year-old Etihad has had the benefit of starting from scratch, which has helped it survive the economic recession.
"We're a non-legacy carrier, so we had a clean sheet of paper to build a world-class airline," Hogan was quoted as saying.
"The airline's fleet is set to triple to 150 aircraft in the next 10 years. In last June's Paris Air Show, Etihad announced firm orders for USD 7 billion (25.7 billion dirhams) worth of engines from four manufacturers, including Rolls-Royce and GE Aviation, to power its fleet. Options for more units and maintenance could bring the value of contracts to USD 14 billion," the company said.
