It’s not everyday that you come across the likes of someone like a Sunil, who claims that his agency advises IndiGo not just on ads, but also on the liveries of the crew, colours that are used within an aircraft, the menu (including how the food is presented), and many other elements. “Our relationship with IndiGo runs into many years now, and the understanding has gone to such a level that there is no confusion about the management not accepting what we propose,” says Sunil. The ad was directed by renowned UK-based music video director Harvey Brown, while the music is composed by French DJ Mat of Bhavishyavani Future Soundz. Bang Bang Films is the Production Company.
Our take – a few more such campaigns, and the airline’s current market share of 15.7% will make it not just the country’s largest low fare airline, but perhaps the largest bird flying in the Indian skies. It is already known to be the “Best Managed Airline” in the country, and the ad puts the accolade in a strong and distinct light.
The on time performance of the airline has been measured using sophisticated ACARS technology, thereby making it the most accurate measurement. The most critical element about the TVC is that it captures the elements of serious information and coolness factor in one TVC package.
The Indian aviation space is bleeding at present, but a name like IndiGo presents a rare sight of a positive bottomline. In fact, the only other airline which is currently not in the red zone is SpiceJet, which also launched its campaign last year, the first year it made profits. Finally, aviators in the Indian skies seem to have found the Holy Grail – keep your ad budgets big and you’ll make money! (Watch out for the exclusive review of the TVC on page number 44, in ‘The Idiot Box!’ section of this issue.)
For more articles, Click on IIPM Article.Our take – a few more such campaigns, and the airline’s current market share of 15.7% will make it not just the country’s largest low fare airline, but perhaps the largest bird flying in the Indian skies. It is already known to be the “Best Managed Airline” in the country, and the ad puts the accolade in a strong and distinct light.
The on time performance of the airline has been measured using sophisticated ACARS technology, thereby making it the most accurate measurement. The most critical element about the TVC is that it captures the elements of serious information and coolness factor in one TVC package.
The Indian aviation space is bleeding at present, but a name like IndiGo presents a rare sight of a positive bottomline. In fact, the only other airline which is currently not in the red zone is SpiceJet, which also launched its campaign last year, the first year it made profits. Finally, aviators in the Indian skies seem to have found the Holy Grail – keep your ad budgets big and you’ll make money! (Watch out for the exclusive review of the TVC on page number 44, in ‘The Idiot Box!’ section of this issue.)
Swati Sharma
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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