Indigo Airlines
Category- Domestic Airline (Low cost carrier)
Company- IndiGo Airlines
Company- IndiGo Airlines
Campaign- "On Time"
I got to know about Indigo Airlines’ new campaign through one of my friends. And when I saw the commercial it prompted me to write something on it. Really it is a path-breaking campaign in an airline industry. The journey of TVC, right from the on time chef to becoming world’s powerful economy on time, amazed me.
Indian airline industry is experiencing stiff competition with strong players. And especially when you are in the category of LCC (low cost carrier), which is experiencing more heat, you need to come up with these kinds of innovative ideas. IndiGo has tough competition from Spicejet Airlines & GoAir Airlines. Before going to their individual positioning we will look into some consumer insights.
When it comes to domestic low cost airlines the main competitors are high cost domestic airlines & railways. Now in case of high cost domestic airlines, their strong point is luxury & convenience they have on their offer. So the low cost airlines have very low scope to attract the passengers who prefer luxury over cost. Now the basic question is why railway passenger considers the option of low cost domestic airlines. According to me there are three factors convenience, status & the most important time. Now we will see how the domestic low cost airlines answer to these factors.
During Jan, 2010 Spicejet came up with new campaign 'Get more when you fly SpiceJet'. The campaign positioned SpiceJet as an airline that cares for its customers and offers a flying experience where low fare is defined as high value. While GoAir positions itself as “The smart people’s airline”. Both the competitors position themselves on the basis of value they are offering in low cost. And here is Indigo Airlines with its new campaign focusing on the time factor which is more crucial to attract the target customer who has the option of railways. It has found very fundamental gap in the market & i.e. time.
On-time performance is core to the aviation business, and the new TVC reinforces IndiGo's commitment to providing fliers with an on-time, hassle-free experience at low fares. Featuring IndiGo cabin crew, IndiGo Ground Force and pilots, the TVC tells viewers the story of what happens behind the scene at IndiGo, enabling it to offer it’s unmatched and consistent On Time Performance and hassle free travel experience to all its fliers. From an on-time crew to spotless aircraft, and hospita
ble service to serving delicious food, the team-in-command puts its best foot forward to ensure customer comfort and punctuality. The TVC can be seen across business, news, movie, general entertainment, sports, travel, lifestyle and regional channels. Although the main push is on TV, the campaign is also being supported with collateral, online and some direct messages.First of all, I would like to appreciate the idea of “On time” especially when you the part of aviation industry. Another plus point is you can extend this idea to further TVC’s where you can show the various universal concepts illustrating the value of time. Nice demonstration of the connection between the importance of time & the powerful economy. The TVC successfully carries the brand proposition of IndiGo Airline.
According to me, to have greater effect in terms of carrying the message to the target group they need to extend this campaign to outdoor, digital and print media. Further to engage the target group they need to come up with on-ground promotions. And On time is very good concept to execute during on-ground events. You can successfully engage the target group with this kind of concept if you have great idea of execution.
Traditionally low-cost flights were meant for flyers/rail passengers with a need for only lower costs of flying.
ReplyDeleteBut such a campaign has potential to attract even those flyers who would normally prefer to fly with say Kingfisher/Jet. Such customers have a need to be on time and given the track record of such airlines, leisure and luxury needs will take a backseat.
Overall i think an excellent campaign..Thumbs Up!
I think the campaign is awesome, but the problem with this kind of campaign is - when the customer sees this campaign all that he remembers is ON TIME. Then where does the indigo airline comes into picture. only showing the name of the airlines at the end of the ad just for few moments will not make consumers remember that the ad was of IndiGo airlines. I would like to point out the similar example here - happydent add, where there is no light in palace and guest are about to visit and then everyone chews the happydent and smiles providing light with their shinning teeth, here also it was one of the most fantastic and creative ad ever but then again as i pointed out very few knew that it was happydent ad as they did not highlight the brand in the ad. So it defies the very purpose of ad. So in this case I think they should have highlighted the name of the airline in between the different activities in ad, that would make their target consumers to remember that it was IndiGo airline.
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