In a bid to stand out amid the highly competitive low fare airlines, SpiceJet is set to launch its new national campaign, ‘Get more when you fly SpiceJet’, which aims to highlight SpiceJet’s unique value offerings. The campaign will run toll December 2009-January 2010. Contract Advertising is the creative agency behind the campaign.
SpiceJet’s unique value offerings include complimentary supervision of unaccompanied minors, free of charge web check-in, sale of hot tea and coffee in flight at a reasonable price of Rs 20, discounts on return fares, and waiver for sports kits, among others.
The campaign will be seen in various magazines in the coming weeks.
On the brief given to Contract, Anish Srikrishna, Senior Vice President, Marketing, SpiceJet Ltd, said, “In the last four years, we have focussed on price point or promo advertising. This time around we wanted to highlight the advantages and benefits that SpiceJet offers as compared to other low fare airlines. We were aiming for a campaign that captures the brand well and is identifiable.”
He further said, “The reason why we chose magazines for our campaign is simply because we have various offerings which can be understood and sustained for a long by reading them. Secondly, the reach is much more as compared to other mediums like newspapers, which we used for time bound promotions.”
On the conceptualisation of the campaign, Bhaskar Ghosh, Vice President, Account Management, Contract Advertising, said, “The idea was to bring the benefits upfront in a humane and warm way to attract flyers. There were no frills, so we changed that to make it a relationship-oriented product, more than just a vanilla product. We used these value added features in a way that brings about humane imagery. We had to set the tone of the campaign in a manner that sets SpiceJet apart from the other airlines.”
SpiceJet has taken a 360 degree approach to advertising. From advertising in magazines they plan to move to radio and the Internet eventually.
The agency people behind the campaign include Bhaskar Ghosh, Vice President, Account Development; Uddalak Pal, Senior Creative Director; Nima Namchu, Creative Head; Ayan Pal, Sindhu, Natwar Singh, Siddharth Bhattacharya and Radhika Likhi.