Advertisers use crisis to get message across

Mumbai: A recent advertisement for low-fare carrier IndiGo took a swipe at full-service rival Kingfisher Airlines’ “king of good times” tag line while drawing attention to the failing health of the aviation industry—and perhaps the larger economy.
“Let the bad times roll… Fly IndiGo in good times and in bad times,” it instructed travellers.
For the past few months, banks, insurers and brokerages have been running campaigns that address the turbulent economy while pushing their brands. Now, advertisers from non-financial sectors, such as IndiGo, are joining the game with campaigns that use key words, phrases or images related to the global economic crisis.
The strategy, essentially, is to ride on the back of all the attention the economic downturn is generating across the world, while showing that the company cares for the consumer—or that its brand can help ease the pain in some measure. As proof that advertising is a mirror of the times, buzzwords such as economic crisis, thumbs down, bad/difficult times, downturn, meltdown and liquidity pepper ads, along with utilitarian phrases such as value, bargains, savings and durability.
03/11/08 Gouri Shah/Livemint

To Read the News in full at Source, Click the Headline

Categories: Indian Aviation- In General Nov 2008, IndiGo Airlines Nov 2008