Air India's budget airlines Air India Express is a first in regards to a low-budget international airlines and it is also a first to appoint an advertising agency to design the exterior of the plane. Not only has Mudra experimented with this opportunity but has used the design in Air India's communication as well.
For the assignment, Air India had invited its roster agencies -- JWT and Mudra -- and decided on giving this task to Mudra.
"For us it is an exciting opportunity. This is the first time and ad agency is designing the exterior of an aircraft and hence Air India Express becomes quite a special client for us," said Sanjeev Gauba, VP, Mudra, who is also heading the project.
The advertising campaign around the airlines broke a week back. What is the interesting about the design of the aircraft is that there are different designs for the plane's tail, which symbolise the Indian culture. Gauba said, "Each aircraft is supposed to be an Indian brand ambassador. Our brief was to capture the unique Indian brand identity. There are so many icons that represent India and we wanted to make the most of that."
Mudra has also given the aircraft a red scarf. "India is known for its silk and this sash symbolises smooth travelling and smooth flying. We have maintained such aspects around the airline, which are also extensively used for its communication to maintain synergy," he said.
Mudra has designed three aircrafts. Working with Guaba on the designing these aircrafts and the corporate brand identity are Pradeep Debnath, the art group head and Rahul Ghosh, the copy group head. The team is already in the process of discussing the subsequent phase of the campaign as well.
Air India Express works from Mumbai, Delhi and Kerala. Presently, the campaign is executed only in the outdoor and print medium.