On the dot with IndiGo

New Delhi: In a country where most people nearly make a virtue out of the notion of 'Indian Stretchable Time', IndiGo Airlines, in its new campaign, highlights the benefits of being on-time, while drawing attention to the brand's own track record of operational efficiency. The stylish execution of the campaign also serves to bring home the point that despite operating in the LCC category, IndiGo is chic - not cheap.
The ad, created by Delhi-based Wieden+Kennedy, shows how the airline's crew does their job on time, thereby enabling IndiGo's patrons to be punctual, which, in turn, eventually leads to the development of the country.
IndiGo's decision to choose 'on-time performance' as its communication peg stems from one simple fact: in the last four months, 90 per cent of the airline's flights have been on time, allowing IndiGo to anoint itself as the leading 'on-time' carrier. "The idea was to deliver the promise of an 'on-time airline' in an entertaining manner," says V Sunil, executive creative director, Wieden+Kennedy, about the creative idea.
21/05/10 Antara Ghosal/afaqs!

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Categories: IndiGo Airlines May 2010