Monday, January 30, 2017

AirAsia India positions itself as a 'family airline' in digital spot

AirAsia India, the low-cost air carrier part-owned by Tata Sons, has launched a digital campaign in line with its brand promise 'Now everyone can fly'. The larger theme of #FlywithAirAsia is depicted in this film, which was released recently across the brand's key social media channels. So far, the video has received 1.6 million views on Facebook, 9 lakh views on YouTube, and has been among the top trending topics on Twitter on Republic Day.

Touching upon the aspirations of a child who wants to fly, the film begins with a young boy playing a traditional Indian children's game called 'Chidiya Udd', where he is laughed at for believing that people can fly. When his father attempts to explain to him that 'people don't fly', the child reasons that he felt so because his uncle could 'fly from Delhi, just like a bird'. His father then explains that only when 'everyone has an opportunity to fly, will they be able to say that people can fly.' Years later, the kid grows up to take his entire family on a trip through AirAsia.

Team AirAsia India says the brand aims to change the overall picture of air travel in India. Kiran Jain, commercial director, AirAsia India, says, "The film targets new and aspirational flyers across all destinations, especially the north, and our target group falls in the age group of 25-45 years."
30/01/17 afaqs

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