AI fails to cash in on tie-up with Mumbai Indians

New Delhi: Guess who the official partner of the Mumbai Indians was? It was Air India.
Apart from the Air India Web site which gives the tag line, “fly with us. And you might end up sitting next to a Mumbai Indian”, the advertisement is visible only at a few other places in Mumbai. Among the players of the Mumbai Indians team are Sachin Tendulkar and Harbhajan Singh.
The industry is calling it a case of a missed opportunity. The potential to benefit from the tie-up was huge, points out marketing expert Mr Harish Bijoor.
“When the world's best batsman belongs to Mumbai Indians and he is travelling with Air India, it would have been a good way to promote the airline,” he said.
The airline should have considered “painting the face of Sachin on some of the aircraft operated on metro routes,” he added.
According to media and entertainment analysts with Dentsu Media, “The airline has lost an opportunity to boost its brand image by leveraging its association with Mumbai Indians.
25/04/10 Debabrata Das/Ashwini Phadnis

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Categories: NACIL Apr 2010