IndiGo Airlines opts to go mass with first ATL campaign

The low cost carrier, IndiGo Airlines, has embarked upon its maiden above-the-line flight with the launch of an animated TVC, created by its agency W+K.

“The entire world of IndiGo is based on experience design where even though the airline’s business model is low cost, all touch points has been designed using cool customized touches to enhance the overall customer experience,” explained Siddharth Loyal, brand strategy, W+K. “Starting right from the baggage tags to the in-flight safety instruction card, food and the website - small creative touches have made all the difference and have helped position the brand as one of India’s coolest airlines. The film was created to bring out the IndiGo experience based on real life instances of air travellers.”

Watch the TVC here:

The film opens on a typical Indian flier who is impatient and demanding, even when flying a low cost airline. “The entire look and feel of IndiGo is very unlike a typical ‘low cost' airline. It is only when the consumer is paying for his ticket that IndiGo feels low cost. The film promotes the message that despite the endless chaos, IndiGo runs a smooth airline,” said V Sunil, ECD, W+K.

With the airline claiming that it is already getting 50-60% of its fliers as repeat customers, the new TVC aims to increase the user base and rope in new travellers.

Credit Details:

Agency: Wieden and Kennedy, Delhi

Creative Director: V. Sunil

Film Director: Shiven Surendranath

Production House: VHQ, Singapore