Advertising is a term which doesn’t come to a sector making losses. But IndiGo is different in this regard too – it’s launched a new TVC campaign. What’s best is that unlike the pack, it’s profitable!
Low cost airlines that keenly eyed and swooped-in on every opportunity to cut on costs like a desert eagle nosediving to grab the innocent mammal on the ground is a script of the past. These days, these still conscious carriers are betting big on returns from advertising. Last year, it was SpiceJet which did what no LCC has done before – get into a 360-degree integrated marketing drive that surprised many even in the ad-fraternity. Now it is IndiGo Airlines’ turn to flaunt its chic style, retro colours and its religious belief in timeliness; atleast that is what IndiGo is conveying to the world with its all new TVC that was aired nationally starting May 17, 2010. Nothing strange, would many insiders agree, since IndiGo has been planning the same for quite some time now. And it still is not exploring other media vehicles. But expect that to happen too, as V. Sunil, ECD of Wieden + Kennedy, a Delhi based advertising agency which created the campaign for IndiGo, says to 4Ps B&M, “This TVC campaign just happened. We’re not sure how long this campaign will last. And you might just find something new happening soon.”
Resonating the airline’s core value of on-time performance, the TVC is targeted at all existent and potential air travelers. The advertisement brings alive the importance of On-Time flights for anyone who chooses to fly. The campaign also features IndiGo’s cabin and ground crew and pilots, and how each one of them come together to give the customer a delightful flying experience! Elaborating the concept of the new advertisement, Aditya Ghosh, President, IndiGo says, “At IndiGo, low cost and low fares doesn’t mean low quality. On time performance is core to our business and is one of the three values that IndiGo stands for. The cool new TVC is refreshing and unique and reinforces IndiGo’s commitment of providing all our fliers with an on time, hassle free experience at low fares, always!”
Low cost airlines that keenly eyed and swooped-in on every opportunity to cut on costs like a desert eagle nosediving to grab the innocent mammal on the ground is a script of the past. These days, these still conscious carriers are betting big on returns from advertising. Last year, it was SpiceJet which did what no LCC has done before – get into a 360-degree integrated marketing drive that surprised many even in the ad-fraternity. Now it is IndiGo Airlines’ turn to flaunt its chic style, retro colours and its religious belief in timeliness; atleast that is what IndiGo is conveying to the world with its all new TVC that was aired nationally starting May 17, 2010. Nothing strange, would many insiders agree, since IndiGo has been planning the same for quite some time now. And it still is not exploring other media vehicles. But expect that to happen too, as V. Sunil, ECD of Wieden + Kennedy, a Delhi based advertising agency which created the campaign for IndiGo, says to 4Ps B&M, “This TVC campaign just happened. We’re not sure how long this campaign will last. And you might just find something new happening soon.”
Resonating the airline’s core value of on-time performance, the TVC is targeted at all existent and potential air travelers. The advertisement brings alive the importance of On-Time flights for anyone who chooses to fly. The campaign also features IndiGo’s cabin and ground crew and pilots, and how each one of them come together to give the customer a delightful flying experience! Elaborating the concept of the new advertisement, Aditya Ghosh, President, IndiGo says, “At IndiGo, low cost and low fares doesn’t mean low quality. On time performance is core to our business and is one of the three values that IndiGo stands for. The cool new TVC is refreshing and unique and reinforces IndiGo’s commitment of providing all our fliers with an on time, hassle free experience at low fares, always!”
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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