Talkwalker’s Battle of the Brands: Indigo Vs Vistara

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Talkwalker’s Battle of the Brands: Indigo Vs Vistara

Are you stuck at home trying to #flattenthecurve and working remotely? Us too! But that doesn’t mean we can’t talk about what we dream of - travel and holidays. No conversation about travel or holidays is complete without talking about airlines. Indigo is the leading airline in India and has a very robust digital marketing strategy. We decided to compare it to a new – but very trusted name– Vistara. Indigo markets itself as a low-cost carrier while Vistara on the other hand is not low cost. Both airlines fly almost similar routes as well. Let’s take a look at the buzz for both airlines online.

Talkwalker, a social media analytics company, based in Luxembourg, takes a closer look at the buzz, using their platform. Talkwalker Analytics analyses the performance of mentions all over the internet and provides key metrics such as engagement, related themes, demographic data, geographic data and influencer data.

Mentions: To ensure that the data is not biased by the current Covid-19 situation, we looked at data from mid-August last year until the end of February this year. There is a steep peak in mentions in early February due to comedian Kunal Kamra being banned from Indigo and also later from Vistara. Though the situation didn’t work out very well for Kunal, it definitely looks like it did bring in a lot of word of mouth airtime to the airlines. Prior to this peak, Indigo had a lot of positive mentions for lauding ISRO chief K Sivan on board his flight. Additionally Vistara was in the news as Rahul Gandhi’s airline of choice to travel to Bangkok.

Hashtags: We had a look at the number of mentions – but let’s take a closer look and see what the conversation is actually about. Unsurprisingly, the majority of the hashtags have to do with the names of the airlines themselves – indicated by the large hashtag bubble in the centre of each hashtag cloud. #KunalKamra alsos prominently features in the Indigo bubble as well. Both airlines are also associated with their competitors – Spicejet and Air India. AirAsia also features in the conversation around Vistara.