When the national carrier Air India was deciding on 'what next', after having taken a beating in consumer perceptions over the last couple of years, it opted for an ambitious communication plank. The airline decided to get a cross section of its actual users to endorse it. Genuine passengers dot the latest ad campaign, giving Air India a thumb's up and a vote of confidence. The people were picked from the corporate sector which accounted for a significant chunk of fliers. The idea was to reposition an improved product. A full service experience with features like in-flight entertainment and more legroom so that the airline brand would again creep into the consideration set for people who had started flying with other brands. To begin with, the new campaign has been launched in print and has senior executives representing the IT sector (Tata Services), marketing (Skoda) and financial services (SBI Life) — in its first phase.
14/11/12 Amit Bapna/Economic Times
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14/11/12 Amit Bapna/Economic Times
