SpiceJet’s new communication strategy attempts to deliver ‘value’

Mumbai: With airline companies in India looking at weathering the current challenging industry scenario, domestic Indian brands have some work ahead of them. In a scenario, where full service carriers have been advertising low fares and low cost carriers have been talking about superior service advantages, for the average consumer selecting an airline has been a task that he/she has decided upon, based on the lowest common denominator- pricing.
SpiceJet, which recently mandated Contract Advertising as its creative agency on record, has launched a new communciation campaign that takes a clear step away from pricing led communication to a value-led proposition. The campaign moves away from price-led tactical campaigns to a long term strategy of creating brand salience and communicating a clear cut differentiator in the minds of consumers.
Speaking to Campaign India, Anish Srikrishna (pictured), senior VP and head of marketing, SpiceJet explains the challenges that they face in the aviation space.Srikrishna admits their communication in the past has been tactical but an obvious shift has already taken place and will conitnue to define their communication moving forward.
Talking about the evolution of their brand campaign, Srikrishna explains that they decided to go with a campaign which defines a clear cut value proposition to the customer. Srikrishna says that while digital is an important part of their marketing mix, mass media still rules as far their strategy goes. The company is not too keen on looking at social media in a big way presently.
10/08/09 Bindu Nair Maitra/Campaign India

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Categories: SpiceJet Aug 2009