Kingfisher Airlines, the low-cost airline from Vijay Mallya's UB Group, has decided to partner with MindShare and Equus for its media and creative duties respectively. The account size is Rs 10 crore.
Explaining more on this, Girish Shah, Head, Marketing, Kingfisher Air, said, "MindShare is taking care of our media responsibilities and Equus has designed the campaign for us. Our vision for Kingfisher Airlines is that it will provide a safe, value based and enjoyable travel experience. We are not in the business of delivering a tangible product; therefore, to my mind the values the service organisation imbibes are really the values that the brand eventually imbibes."
Speaking about the market scope for Kingfisher Airlines, Shah said, "Excellent yields and great load factors are what we are looking for. So, if we cross a load factor of 70 per cent, our objective will be met. Market share is the semantics of the game; it is dependant on the actual number of aircraft someone brings in -- 100 aircraft will automatically make for a higher market share. We are looking at brand new 30 aircraft in our fleet in three to five years' time."
All aircraft in the Kingfisher fleet will seat 180 passengers in a one-class configuration. The fares will be lower than economy-class travel on full service airlines but slightly more than the low-cost competition.