Leaving a spot with song & dance

Mumbai: If you're flying Indigo Airlines anytime soon, you'd be able to experience the airline brand in a way you never had before -- through Indigo's branded lounge music.
Wieden+Kennedy, the creative agency for the low-cost carrier, came up with the idea of putting together a branded music album that would be sold in-flight to passengers. Medieval Punditz, a band known for its lounge compositions, has compiled the tracks for this album titled Indigo Lounge.
"It'll be calm, soothing music, just the kind you need when you're travelling by air. It is an innovative way of making Indigo's consumer experience the airline," says V Sunil, chief creative officer, Wieden+Kennedy. Branded music compilations have been tried out in the past -- think Bacardi (Bacardi Blast -- the party album) and Seagram's Royal Stag music.
And Indigo's latest initiative is a clear sign of brands taking their association with music to a whole new level. Other recent examples being Limca, Cornetto's and HDFC Standard Life, which show that corporates are now willing to stretch their brand thoughts beyond the 30-second commercial --through 3-minute music videos. This not only multiplies their exposure levels on television, but also allows consumers to spend more time in listening to what the brand has to say, in an entertaining manner.
"Most importantly, music appeals to all target groups (TG)," says Manish Mathur, chief operating officer, P9 Integrated. "The song has to be good, though. That's a given," he cautions.
09/06/09 Arcopol Chaudhuri/Daily News & Analysis

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Categories: Indigo Airlines Jun 2009