Hardsell in Indian skies

Why Emirates has launched a high-decibel campaign to promote the planes in India even though the country is still not on the A-380 map.
For Emirates, it has been a major product differentiator, giving the airline an edge over its rivals. So a few days after A-380’s maiden commercial flight in Delhi last month, the airline launched a high-decibel advertising campaign talking about the virtues of the new big machine in the sky.
The ongoing sales pitch on prime time TV as well as the print media has a simple message: Emirates’ A-380 planes offer connectivity to over 11 destinations – something no other airline offers. And of course it lets you have your own private bar 48,000 feet above sea level and allows you to catch up on a steam shower or a session at the spa. First and business class passengers will also have private suites and fully-flat seats respectively. There are contoured seats in the economy class spread across four roomy cabins on the lower deck.
But why is Emirates, which has still not launched regular A-380 flights in India, pushing the product in the country so aggressively? Majid Al Mualla, Dubai-based senior vice president (west Asia and Indian Ocean) of Emirates, has his answer ready. "We are flying to 11 destinations on the A-380 across the world and quite a few of these places figure on the most popular list of Indians. In any case, we have plans to come to India," says Majid.
02/08/10 Surajeet Das Gupta/Business Standard/Sify

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Categories: Foreign Aug 2010