Kingfisher kicks off Rs 1 billion campaign

Bangalore: Starting Wednesday, Kingfisher Airlines Limited (Kingfisher) will commence daily flights to Heathrow London from India's IT capital city Bangalore. And it has lined up an aggressive campaign across print, outdoor and on-ground activation estimated at Rs 1 billion, which kicked off on Monday.
A print and outdoor campaign has commenced in the UK also. "There are around 150 cabs in London that carry our branding and announce the arrival of our airline in the UK besides print and outdoor advertisements," said Kingfisher general manager marketing Vikram Malhotra while speaking with www.indiantelevision.com.
A bouquet of eight Dish TV channels that are currently beamed on Kingfisher's local flights, four channels from UK – BBC, CNN, Bloomberg and ESPN Sports along with 300 hours of programming – a mix of Hollywood and Bollywood movies will be of offer on demand to Kingfisher 'guests' on its international flights, revealed Malhotra.
The airline has also launched a partner program for likeminded brands to come on the same platform and achieve respective marketing objectives. The company has commenced an on ground activation program aimed at communicating the 'Good Times' experience of Kingfisher at multiple consumer touch points such as multiplexes, malls, restaurants, pubs and events.
JWT handles the creative work for Kingfisher's international operations globally, while Rediffusion handles Kingfisher Red account. Kingfisher's media buying duties globally are being handled by Group M.
02/09/08 Indiantelevision.com

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Categories: Foreign Sep 2008, Kingfisher Sep 2008, New Sep 2008