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Cool Branding Moves Indigo from a Budget Airline to a Preferred Business Carrier - the Economic Times 3/20/13 Cool branding moves IndiGo from a budget airline to a preferred business carrier - The Economic Times Indiatimes | The Times of India | The Economic Times | More | Log In | Join | Like 849k Follow News Stock Quote News By Industry Type Company Name Home News Markets IPO Personal Finance Tech Jobs Opinion Features Blogs Slideshows Budget 2013 ET NOW News By Industry News By Company Economy Politics and Nation International Business Emerging Businesses PSU Press Releases NRI Auto Banking/Finance Cons. Products Energy Ind'l Goods/Svs Healthcare/Biotech Jobs Services Media/Entertainment ET Cetera Telecom Transportation Education You are here: ET Home » New s » New s By Industry » Transportation 20 MAR, 2013, 05.36AM IST, ANINDYA UPADHYAY,ET BUREAU Cool branding moves IndiGo from a budget airline to a preferred business carrier Story Comments (26) Read more on » Wolff Olins | Tata Group | Southw est Airlines | JetBlue | director W+K | Airtel Ads by Google 199 31 4 0 Book Flights on Cleartrip www.cleartrip.com - Flat Rs.600 Instant Recommend Tweet Sharre Cashback on Flights. Limited Period Offer! NEW DELHI: In 2006, when global advertising agency Wieden+Kennedy took on the task of building a new, cool airline brand from scratch, their peers laughed. Indian passengers, the conventional wisdom went, cared only about price, and no amount of branding could change that. "Today, they don't ask us that question anymore," says Mohit Dhar Jayal, MD, Wieden+Kennedy Delhi. LATEST FROM ET LATEST FROM WEB Despite launching squarely in the budget airline segment, IndiGo promoter Rahul Bhatia and his agency Railways to press services of 360 special trains t... were clear about their goal: IndiGo would be the third GM crops cannot be abandoned completely, says Jaip... cool international budget carrier after JetBlue and Promoter buy 8.78 lakh Bharti Airtel shares worth ... Southwest Airlines of the US. Despite launching squarely in the budget airline segment, US Federal Reserve to stick to stimulus as Cyprus ... IndiGo was able to build a reputed cool brand name for Hrishikesh Sharan new Ombudsman for indirect taxes... And it's got there. According to aviation expert Rajan itself, in a very short segment of time. more » Mehra, IndiGo now carries more corporate passengers EDITORS PICK than leisure travellers. "The mix of corporate and Terminal 2 can be a game changer for Mumbai airport holiday travellers for IndiGo has increased to 60:40," he says. and a challenger to Delhi's T3 How telcos poach subscribers | Court summons This transition in positioning and perception was the Mittal Loading result of a very conscious plan put together by the PM's dependence on SP, BSP increases brand and agency. At the time of launch, print and Will Ceylon now become a Cyclone? outdoor media were used to focus on launch markets, Karunanidhi tsunami w ashes aw ay RBI's rate cut with the tagline "Ready for take-off". Bharti Airtel Ltd. The airline's first TV commercial was clearly targeted Modernization of India's Airports on a first-time or at least infrequent traveller, describing BSE NSE 280.05 how IndiGo made the process easier. But quite soon, 281.15 focus was switched to customer touch points - -12.25 (-4.18%) -13.35 (-4.55%) everything from the design of the safety instruction card, to the availability of a boarding ramp instead of a Vol: 1719083 shares Vol: 20799128 shares staircase, to the packaging of in-flight snacks were traded traded aimed at being more engaging, while still on-brand. Prices | Financials | Company Info | Reports This was the crucial phase when the voice of brand IndiGo would speak directly to the passenger, drawing attention to the high standards of service. "The real challenge was the transition to the new ideology and clientele because low-cost carriers behave in a certain way. They wear the 'common-man' badge, like say Air Deccan. Once that was overcome, the position Terminal 2: Game changer for Mumbai only evolved," recalls V Sunil, executive creative director, W+K. airport, challenger to Delhi's T3 For those who complain about never ending The next stage was a subtle switch to target the corporate passenger by emphasising on-time performance. walks at Delhi's T3, Mumbai will offer 44 One of IndiGo's most popular TV commercials in 2010 featured a musical-style depiction of the link between travelators with one of the largest car parks in the making its processes more efficient and getting its passengers to their destinations on time. A voiceover country--5,200 cars at any point in time. added: "When we get our work done on time we become the world's most powerful economy on time; on time Can Delhi's T3 be like London's Heathrow? is a wonderful thing." Delhi, Mumbai, Hyd in world's top 5 Design flaw in Chennai's new terminal Indigo's outdoor advertising of new flights also emphasises their value to the business traveller, focusing on Modernisation at India's airports metro routes and frequency. Today, it has companies like Airtel BSE -4.18 % , Coca-Cola, the Tata Group, GSK and the Aditya Birla Group signed up as corporate clients - giving them a premium seat allocation and on- board meal bundled with each ticket purchased. economictimes.indiatimes.com/news/news-by-industry/transportation/airlines-/-aviation/cool-branding-moves-indigo-from-a-budget-airline-to-a-preferred-b… 1/7 3/20/13 Cool branding moves IndiGo from a budget airline to a preferred business carrier - The Economic Times Global brand consultancy firm Wolff Olins feels that IndiGo's high service standards are the key to its share of the corporate travel market. "For a Tikona Broadband 4Mbps business traveller, IndiGo stands for reliability. It then stands for low cost," Rs4499, 3 months No GB restrictions Test Speed Then says Zia Patel, Wolff Olins India strategy head. Pay, Order Now : w w w .tikona.in/Subscribe Ads by Google But like all market leaders, there is now tremendous pressure of expectation. Anand Halve, founder of communications consultancy firm MOST READ MOST COMMENTED MOST SHARED chlorophyll points out: "When you start slipping on things, people start In This Section | Entire Website noticing. They have a huge lead compared with rivals and so a margin of error too, but not for long." Fresh competition from AirAsia could mean 1 Terminal 2 can be a game changer for Mumbai a... trouble as well. "The biggest mistake that IndiGo could do is to ignore 2 Delhi Metro: How it has become a convenient a... AirAsia. They should not let AirAsia prove that the latter could be better. The 3 Cool branding moves IndiGo from a budget airl... focus should be to enrich, extend and deepen the brand," Halve added. 4 Left in the lurch, Kingfisher employees to de... 5 Kingfisher woes: What about loan recovery fro... No problem, says Wieden + Kennedy. There'll soon be something new that addresses these issues, but "the IndiGoness will not go," says V Sunil. more » Tikona Broadband 4Mbps www.tikona.in/Subscribe - Rs4499, 3 months No GB restrictions Test Speed Then Pay, Order Now Ads by Google Slide Shows 1 / 6 more » Don't base your investment plans on immediate past Download ET's mobile applications for iPad, iPhone, Android, BlackBerry, Nokia and Windows Phone to track Financial planning and investing is news as it happens, live stock quotes, monitor portfolio, get market stats like gainers, losers and movers & much done to have a secured financial more. To check out free Economic Times apps , Click here future , and it is done looking ahead. For Transportation news updates, follow ET on Twitter Do you like this story? Post a Comment Recommend Send 199 people recommend this. Be the first of your friends. Follow this topic PREVIOUS STORY NEXT STORY Terminal 2 can be a game Kingfisher woes: What about changer for Mumbai airport and loan recovery from others? News In Pics 1 / 3 more » a challenger to Delhi's T3 Vijay Mallya asks bank chiefs The GVK-led consortium that operates the Mumbai airport What about loan recovery from those other than w ill throw open terminal 2, or T2, that it hopes w ill Kingfisher?, w ondered its promoter Vijay Mallya w hile outshine Delhi airport’s T3. taking a dig at bank chiefs in his tw eet for their "constant speak" to media on getting back dues from the grounded airline. Readers' opinions (26) Post a Comment How to get premium Live in 'ship container' features on any Android homes in Bangalore! Sort by: Newest | Oldest | Recommended (1) | Most Discussed | Agree | Disagree | Logged in CommentsNew! phone Dhishum (Jupiter) 1 1 3 16 Follow ers Gold: 6788 All ET My Profile Its not the brand but the punctuality that attracts business travelers to Indigo Agree (1) Today Last 7 Days Last 30 Days All Time Disagree (0) Recommend (0) D D Offensive Points: 240 1 Moti Chow dhry (Jammu) 1 1 1 Zeyaalam Silver: 266 Points: 156 2 If you know your goal you consciously follow a business strategy to achieve Agree (1) Disagree (0) the goal. Indigo has done it. Ashok Patel Recommend (0) Points: 146 Offensive 3 Amal Chaudhuri (Kolkata) Kskasinathan Points: 120 4 The best thing about Indigo is maintaining flight schedules to the dot. Agree (3) Besides, the standard of cleanliness is remarkable. The best among all the Disagree (0) AarGee Recommend (1) present ones crowding our sky. Points: 117 Offensive 5 Know more about Times Points Santosh Balan (Pune) Indigo may be market friendly going by the comments from their ad agency. Agree (0) But definitely they are not customer friendly.
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