Tuesday, September 20, 2016

Air India's new ad targets IndiGo customers

Air India is stepping up its advertising campaign to lure customers from low cost airlines like IndiGo.

Mumbai: On Saturday, Air India put up an advertisement on a wall panel right behind IndiGo’s check-in counters at Mumbai airport with a message — “Next time fly with Air India and feel the difference.” The billboard does not name any rival airline but the strategic placement says it all. IndiGo has about 40 per cent market share, more than double of Air India’s 14.8 per cent.

In FY16, Air India spent about Rs 70 crore on advertising. Air India, along with Jet Airways and Vistara, operates from Mumbai airport’s Terminal 2 while IndiGo, GoAir and SpiceJet, which have a combined market share of 60 per cent, operate from Terminal 1B.

“We are trying to project Air India for what it is — the real comfort level, the warmth, good leg space, great food and extra baggage space,” said Air India Chairperson Ashwani Lohani in a text message, responding to a query on the airline’s marketing strategy. IndiGo declined to comment on the issue.
20/09/16 Aneesh Phadnis/Business Standard
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