SpiceJet launches new 'Get more' brand campaign

Mumbai: Low-cost flights players such as SpiceJet Ltd and GoAirlines (India) Pvt. Ltd are embarking on new campaigns and rebranding exercises to retain their unique selling preposition in an industry, where deep losses have forced every carrier to offer the same low prices and connectivity.
Delhi-based SpiceJet has begun its brand campaign this week, while carriers such as the Wadia group's GoAirlines and IndiGo, run by InterGlobe Aviation Pvt. Ltd, are also rolling out campaigns of their own.
Promotional offers and special fares apart, SpiceJet is taking a new branding approach to help it stand out, and is talking about the airline's unique brand offerings apart from the traditional price point or promotional advertising.
GoAir is also in the process of rebranding its airline. Jeh Wadia, managing director, GoAir, had reportedly said it was time to rebrand his airline's look and feel to reflect a more formal undertone to sustain in the highly cluttered aviation space. IndiGo was not available for comment.
Contract Advertising is the creative agency behind the SpiceJet campaign. To start with, the brand campaign will be featured in the immediate issues of magazines that have coverage of the Budget presented in early July. The airline will spend between Rs 3 crore and Rs 5 crore to launch its new campaign, 'Get more when you fly SpiceJet', in magazine media and radio advertising.
13/07/09 Sumedha Srivastav/Televisionpoint.com

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Categories: SpiceJet Jul 2009