Top Story


Home >> Media - Radio >> Article

Virgin Atlantic prefers to ride the Radio waves for brand building

Font Size   16
Virgin Atlantic prefers to ride the Radio waves for brand building

Radio advertising seems to have caught the fancy of Virgin Atlantic. India Marketing Head Neha Lidder Ganju says radio is a great opportunity for branding and Virgin will be coming out with new radio ads soon.

Elaborating on Virgin’s association with radio, Ganju says the first radio campaign was aired in December 2000 on AIR FM. Since then radio has been a major medium of communication for the airlines. Explaining why radio campaigns work out better, Ganju says a “pan-India electronic campaign does not help”.

So, Virgin has always preferred “quirky radio campaigns, developed by ad agency McCann, which provide greater mileage”, Ganju said. The latest ad campaign on Radio Mirchi talks about the pampering experience of passengers who fly Virgin’s upper class. Another radio campaign on air talks about how passengers do not wish to leave the flight after being pampered on board. These radio spots are of 40 seconds and are directed towards people who wish to fly Delhi-London non-stop.

Based on the good response these radio campaigns have generated, Virgin is lining up new ones on the same lines which will on air by October, Ganju disclosed.

Besides radio, a lot of below-the-line (BTL) activities are also being undertaken for brand promotion. Currently, the Indira Gandhi International Airport carries Virgin’s billboard right above the immigration counters. Apart from this promotional activities are being constantly organized with its travel trade partners to keep them involved with the brand, she said.

Ground activities to reach the target group are also being constantly organized. Recently, Virgin Atlantic celebrated four years of flying the Delhi sector. A fashion show by designer Satya Paul was organized in which Virgin cabin crew members walked the ramp in uniform alongwith top models. “The main emphasis of our brand building is to undertake advertising that hits the target audience in a subtle manner. Radio and BTL activities serve this purpose well,” Ganju remarked.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

WhatClicks promises to be an unbiased, objective, third-party audit firm that will work with advertisers and agencies alike to help build an effective and integrated digital strategy.

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video