Advertisers “fly high” with airline brands
For advertisers, the aviation sector is perhaps the most dynamic one. Frills, no-frills, it doesn’t really matter. It is up to the consumer if he wants to fly like a king or otherwise, and it is for the advertisers to do all the ‘right’ talking.
Believe it or not, the right message can make you fly. If you don’t know what we are talking about just check the hoarding of Virgin Atlantic, which says it all in a line – Mumbai-Paradise-London. The domestic aviation industry in India, too, has been ‘flying high’ with its promotional campaigns.
This may not be in terms of spending per say, but is certainly in ‘creating a statement’ –be it glorification of the common man or glamorising the entire experience itself. In fact, with the non-frill airlines clouding the sky and media space, the premium airlines are consciously and tactically targeting a segmented “cream” audience by ‘marketing the right travel experience’.
Suhel Seth, CEO, Equus Ads, said that while visualising the promotions for Kingfisher Airlines, the agency knew that the ‘rich experience would do all the talking’ for the premium airline. “We are not targeting plumbers and carpenters,” stressed Seth, adding, “We are talking to people who are young at heart and those who wish to live life to the fullest.”
According to Seth, air travel had always been a glamorous medium until the non-frill airlines made their way, which was why Kingfisher’s communication had always been around the free, enriching moments that one underwent with a true-value full service airline.
Reaching a segmented audience and making them live an experience seems to be the big trick, which is working in favour of those looking at the society’s cream. Even international airlines like as British-based Virgin Atlantic could connect with the Indian audience by branding the airline experience on ‘Cloud 10’.
Neha Lidder Ganju, Marketing Manager, Virgin Atlantic, said, “The two campaigns that worked very well for us are the “Cloud 10” ad and “Mumbai-Paradise-London” created by McCann-Erickson India. We didn’t want the communication around the services, price or such factors. Instead, we decided to talk on the travel experience delivered by the international airline.”
Elaborating on the advertisements of domestic premium airlines, Ganju said, “It’s good that premium airlines like Jet and Kingfisher have been true to its identity. The communication has always had a corporate tone and they are not changing the stance despite the price-wars.”
Interestingly, Indian Airlines, too, has consistently stood by its ‘let your heart fly’ image. Ashish Marwa, Group Brand Director, Bates India, on the making of the pilot girl campaign for Indian Airlines, said, “Foresight is what paid off. Two years back, Indian Airlines had charted out a communication plan keeping in mind the impending launch of various airlines. Post the pilot-girl commercial, the awareness of IA was 81 per cent across mediums and 66 per cent of the sample indicated that the communication plan made them fly the airline.”
Marwa further said that across all airlines, the focus hinged primarily on corporate, but an interesting trend that was noticed was the advertisers now focusing on leisure travelers.
Some advertisers believe that talk on experience is fine, but in this category, like any other, the focus should not merely be on the service but on the product as well.
For instance, Mohit Dhar Jayal, Director, Brand Strategy, A, said, “Not just in India, but globally as well there are very few agencies that have gone beyond the text-book strategy while creating ads for airlines. It’s just with a few global airline brands that the message has permeated beyond the experience to the airline brand itself.” The agency recently won the pitch for Indigo Airways.
Meanwhile, advertising for the no-frills airlines is on a different platform all together. There is no glamour quotient, but certainly aspiration. There are no frills, but economical services and of course, the consumer is king, but may not necessarily fly like one. ‘The common man’ proposition has worked very well in the aviation sector as well.
John Kuruvilla, Chief Revenue Officer, Air Deccan, said that the airline made all its ads in a very economical budget but it definitely did yield good results. “South Indian actor Murali connected well with every strata and he, despite being a celebrity, did not overpower the brand and had a positive effect.”
Kuruvilla further said that the airline consciously spent less on promotions, didn’t want a high-flying Bollywood actor endorsing it and wanted the communication to be simple.
Nures Sayeed, VP-Brand Communications, SpiceJet, also said that the promotion for no-frill airlines would essentially be meeting common man’s needs than talked about the experience per say.
So far so good… the advertisers and marketers have had their own ‘highs’ while ‘reaching for the sky’ with their airline brand – with frills, no frills, this really doesn’t matter. Industry experts, however, predicted that more clearly defined strategies would happen by next year and the market would be settled by then. Clearly, the sky is the limit, so who’s talking?
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
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Sorted 360 wins creative & social media mandate of Reliance Mall
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
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