IndiGo and Air India got into a small tiff over taglines earlier this week, when the national carrier put a cheeky advertisement hoarding in the low-cost carrier's own airport counter and was replied in kind.
On Sunday, Air India put up a hoarding at IndiGo's counter at the Mumbai airport with the message: "Wish you a comfortable flight. Next time, fly with AIR INDIA and feel the difference."
Next day, IndiGo hit back with its own hoarding which said: "Yes Air India, there is a difference. Says the Government." Below the line was a small chart which said on the basis of on-time performance IndiGo was the "best" while Air India was the "worst".
The reverse was true for passenger complaints in which case IndiGo registered the lowest, while Air India had the highest. IndiGo attributed the conclusions to data from the Indian aviation regulator, the Directorate General of Civil Aviation (DGCA). DGCA data showed that among airlines with pan India operations, new carrier Vistara had the lowest number of passenger complaints. Vistara, a year-old carrier, has a fraction of IndiGo's operations which started in 2006.
Indian carriers have rarely engaged in comparative advertising, unlike in the West where carriers such as Ryanair and Easyjet often indulge in prolonged cutthroat marketing wars. Indeed, before recent months, the top priority for the country's airlines was pulling themselves out of heavy losses. Subtle advertising jibes in India have mostly been restricted to FMCG companies, and at times, auto makers as an extension of global marketing battles.
There have been exceptions though. In 2007, after Jet Airways got a makeover, it put up hoarding saying, "We have changed." Rival and now defunct Kingfisher Airlines put up a hoarding above saying, "We made them change".
26/09/16 Anirban Chowdhury/Advertising Age
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On Sunday, Air India put up a hoarding at IndiGo's counter at the Mumbai airport with the message: "Wish you a comfortable flight. Next time, fly with AIR INDIA and feel the difference."
Next day, IndiGo hit back with its own hoarding which said: "Yes Air India, there is a difference. Says the Government." Below the line was a small chart which said on the basis of on-time performance IndiGo was the "best" while Air India was the "worst".
The reverse was true for passenger complaints in which case IndiGo registered the lowest, while Air India had the highest. IndiGo attributed the conclusions to data from the Indian aviation regulator, the Directorate General of Civil Aviation (DGCA). DGCA data showed that among airlines with pan India operations, new carrier Vistara had the lowest number of passenger complaints. Vistara, a year-old carrier, has a fraction of IndiGo's operations which started in 2006.
Indian carriers have rarely engaged in comparative advertising, unlike in the West where carriers such as Ryanair and Easyjet often indulge in prolonged cutthroat marketing wars. Indeed, before recent months, the top priority for the country's airlines was pulling themselves out of heavy losses. Subtle advertising jibes in India have mostly been restricted to FMCG companies, and at times, auto makers as an extension of global marketing battles.
There have been exceptions though. In 2007, after Jet Airways got a makeover, it put up hoarding saying, "We have changed." Rival and now defunct Kingfisher Airlines put up a hoarding above saying, "We made them change".
26/09/16 Anirban Chowdhury/Advertising Age
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