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Fasten your seatbelts for Indigo’s Runway Musical

28-November-2011
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Fasten your seatbelts for Indigo’s Runway Musical

With Kingfisher desperately seeking a bailout; Air India pleading aid from the government; airlines selling back aircrafts -Indian Airlines Industry seem more below the ground than flying above the clouds. However, one player that has been flying high and stretching its boundaries is Indigo Airlines. Indigo Airlines is a company that has won hearts of many and never failed on its promises. After a successful grounding in India, this fastest growing airline has made a successful debut on various foreign lands including Bangkok, Dubai, Kathmandu, Muscat and Singapore and recently launched a campaign promoting the new Services.
Client: Indigo Airlines
Campaign: International Services Launch
Agency: Weiden + Kennedy
Medium: Television, Print
The Brief:
Indigo had launched the outdoor campaign for its international operations few months ago catching everyone’s attention on highways and high streets. With copy lines such as ‘Sheikh It Baby’, ‘Phoren Return’, ‘Singapore Fling’, the Welcome Abroad campaign enlightened fliers about the new destinations Indigo started flying to. In order to celebrate the International operations, it has launched a new campaign creating a runway Musical TVC for the same. A photogenic combination of theatre and tarmac, the film draws parallels between IndiGo’s energetic personality, its beautifully synchronised operations, and the minutely-choreographed perfection of a musical. The story is told by the core members of the IndiGo team, led by an energetic captain and supported by an all-star cast of co-pilots, ground force personnel, and the gorgeous, super-efficient cabin crew. Wieden + Kennedy worked on the whole campaign.

Speaking about the commercial, Aditya Ghosh, President, IndiGo Airlines said, “These are exciting times not only for us but for all avid travelers. Our all-new lively advertisement not only celebrates the milestone of us going international but also reiterates our promise of providing a hassle free and on time travel experience to our valued customers. It’s the strong force of our staff/crew members and the belief of our customers that keeps us going and this is clearly reflected in the fun filled moments showcased in the new commercial.”

Mohit Dhar Jayal, Managing Director, Wieden + Kennedy commented, “Every aspect of the IndiGo experience is designed to maximize customer satisfaction, and IndiGo's advertising is no different. Marketing propaganda just isn't IndiGo's style, which is why this film is such a great piece of entertainment.”


Experts Opinion:
A mixed opinion but unanimous appreciation comes from the Industry experts for this musical. The lyrics however, are too fast to catch, agrees everyone.

For K V Sridhar, National Creative Director, Leo Burnett, the ad is both good and bad. He explains, “As a consumer it’s good, it’s international and fun. But if I see it as an ad man, it is not that good. Airtel’s Har friend zaroori hota hai was a great execution in terms of music and the theatrical format was done brilliantly by Vodafone for its Facebook ad. This one lacks in terms of production values. However, the western musical, international crew, musical format and international look make the point rightly. But I am afraid people wouldn’t really get it with just one view. As a consumer I would give it a 3 and as a professional I would give it 2.”

Emmanuel Upputuru, National Creative Director, Publicis India is impressed by the execution but feels point of ‘going international’ isn’t made loudly. “It’s a nicely executed ad. However, it could have more international cues. Like the last one spoke about time and its cues were pretty clear. Here, in the end we do hear that they are going international, but it could have been little tighter on the international front,” he shares. Stars – 3/5.

Rupin Jayal, Senior Planning Director, MnCSaatchi thinks that the TVC breaks free of clichéd airline advertising showing airhostesses with fake smiles serving grateful passengers or aircraft taking off and landing and reinforces the mildly satirical, tongue in cheek tonality of the brand. He tells us what he likes about the ad – “What works for me is that the TVC is distinctive and in synch with the brand's personality and hence reinforces my perception of the Indigo brand as one that takes the "low" out of low cost and replaces it with "smart". The message however, is difficult to understand since the jingle is very fast paced; words are difficult to follow and so the message may get lost or at least requires repeat viewing. But given that the TVC is fun to watch, repeat viewing isn't really a hassle.” Stars – 4/5.

Anirban Majumdar, National Planning Director, Publicis India, gives 3.5 out of 5 to the campaign as he believes that the whole representation works well. He adds, “It works for me and there is an international appeal in the execution. The introduction of the new services has been done pretty well. However, I feel they could have introduced other facets of the airline than just the "on time" promise to a new audience of international travelers.”

Credits:
Executive Creative Director: V Sunil
Director: Steven Antin
Choreographer: Denise Faye
Creative Team: Daniel Berkowitz, Keshav NaiduAccount Management: Neha Puri, Deepak Sharma
Production house: Hello Robot
Music credits: Mathieu Josso, Vinayak Manohar, Tarun Shahani 
 

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