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Flights, fight and finally, friendship: Decoding the fracas between Air India and Indigo

07-October-2016
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Flights, fight and finally, friendship: Decoding the fracas between Air India and Indigo

In a recent development, after two weeks of relentlessly bashing each other, Air India and IndiGo have finally agreed to end their ad war at the Mumbai airport, much to the relief of the aviation ministry. The national carrier as well as Indigo pulled down their respective controversial advertisement boards at the Mumbai airport on Tuesday evening.

Ad bashing in India might be relatively new when one looks at the long history of ad bashing in the international market but it’s something that some of the most prominent brands in India are now practicing quite openly. For instance, globally, there were big ad wars between Audi-BMW-Mercedes before one ad by Bentley ended it all in style or even that between Fed Ex and DHL, Pepsi and Coke, and Burger King vs Mc Donalds. 

Coming to the ad war between Air India and Indigo, it was the national carrier, who Indigo felt, had initiated the ad war when its board at the Mumbai airport read, “Wish you a comfortable flight. Next time fly with Air India and feel the difference.” This board might have not ruffled feathers at Indigo had it not been put up right behind the Indigo check-in counters.

Not wasting any time, IndiGo had responded with an ad board that read, “Yes, Air India, there is a difference. Says the Government.”  IndiGo of course was referring to DGCA data which showed its on-time performance was best and customer complaints, lowest.

Not to be left behind, AI again responded with an ad created which said, “How do some of our friends react when their passengers discover that we offer more leg space, hot meals and more luggage allowance?...With INDIGnation!”

According to news reports, the two carriers decided to end the war when officials at IndiGo and Air India mutually decided to remove the advertisement boards earlier this week.

As they say, all is well that ends well. 

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