SpiceJet's new campaign looks beyond price points

SpiceJet has unveiled its new brand communication, in the form of a print campaign. Designed by Contract Advertising, the campaign highlights the services that SpiceJet has to offer its consumers. This is Contract's first brand campaign for SpiceJet, after winning the account in December last year.

Speaking about the new print campaign, Anish Srikrishna, senior vice president, marketing, SpiceJet said, "The campaign positions the brand as one that delivers value beyond the price point. In addition to providing a safe, modern and young fleet with efficient, warm, friendly and on time service, SpiceJet also listens to its consumers and offers experiences that they value. This is what keeps the brand alive and fresh in their minds. A positioning such as this, cuts through the clutter in a market that is driven by price based competition that has threatened to commoditize brands.”

Srikrishna says the latest campaign was built to highlight SpiceJet's services as a differentiator. "Most airlines in the same category highlight the 'low-fare' factor as a differentiator. However, we aim to position our brand as one which offers many services, despite being low-fare," he says.

Speaking about the brief given by the client, Bhaskar Ghosh, VP - account management, Contract said, "We were asked to highlight the advantages and benefits that SpiceJet offers its customers as compared to other low cost airlines. In a nutshell, we had to create a campaign that captures the brand well and is identifiable."

Explaining the objective of the campaign and its TG, Ghosh said, "Our present brand perception is of a safe, efficient, friendly, low fare airline. The campaign intends to communicate unique value propositions that differentiate us from other airlines in the space."

"Our brand communication in the past has been largely price or promo led. The current campaign brings out unique consumer benefits that SpiceJet offers in a warm and friendly manner,"  he adds.

View two of the print ads below:

The print campaigns underline the services that SpiceJet offers its customers. While one ad speaks about how a customer will be allowed his sport kit at no extra charge, another ad offers customers a service where SpiceJet personnel will look after his child for free. A third ad speaks about the airline's web check-in service.

Adds Srikrishna, "We aim to target middle and upper middle class travelers that reside across urban areas. In fact, when an individual travels with his family for a vacation, it is a very emotional feeling. He trusts the airline he is traveling with. Hence, we have taken up a warm, human approach with this campaign and highlight the services we offer our customers at no extra costs."

Srikrishna mentions that there are three print ads in the first phase of the campaign. However, the rest of the year will see more print campaigns in the subsequent phases.

The creative team from Contract behind the campaign includes Nima Namchu - executive creative director, Uddalak Gupta - creative director, Ayan Pal - associate creative director, Sindhu MS - group head and Natwar Singh - senior art director.