Shephali Bhatt
Nov 22, 2011

Indigo Airlines announces international service with a musical

Watch the TVC created by Wieden+Kennedy

wide player in 16:9 format. Used on article page for Campaign.

Last year, Indigo airlines left you with the thought, 'On time is a good thing'.It's a new year, and a new thought. Indigo has launched a fresh campaign to communicate its new international operations.

The creative agency at the helm of the campaign is Wieden+Kennedy. 

The TVC is set in a Broadway style (more like a runway musical) wherein the stage opens up and all lights are pointed on a captain in the centre, who states, in broadway style, "We're here to be the model of a modern global airline, an ambitious mission we remind ourselves of, all the time." He is then joined by his co-pilots who enunciate, "Flying more than ever with a flock of new planes in our fleet, you'll be greeted once you are seated by many captains just like me." The next set of sequences involve aircraft engineers describing their offerings whereas a group of airhostesses elaborate on their services. The lead airhostess echoes,"Our service is so popular, we're flying international", and the rest follow her words in unison. In the next sequence, Pearl, the captain, joins them and the rest of the crew and they all sing in chorus, "we will remind ourselves for one more time with each and every single flight, we're here to be the model of a modern global airline." The TVC ends with Indigo's core philosophy, "Everytime we fly we will ensure that you will get on time!" 

Throughout the TVC the tempo of the script is maintained in a poetic rhythm characteristic of a Broadway play. The TVC was produced in Los Angeles by Mumbai based production house, Hello Robot. The choreography team known as 'the musical', headed by Denise Faye, was brought in from Chicago. The VFX were undertaken in Canada and the final online conform was carried out in Mumbai, India.

Speaking about the commercial, Aditya Ghosh, president, IndiGo, said, “These are exciting times not only for us but for all avid travelers. Our all-new lively advertisement not only celebrates the milestone of us going international but also reiterates our promise of providing a hassle free and on time travel experience to our valued customers. It’s the strong force of our staff/crew members and the belief of our customers that keeps us going and this is clearly reflected in the fun filled moments showcased in the new commercial.”

Mohit Dhar Jayal, managing director, Wieden+Kennedy, added, "Every aspect of the IndiGo experience is designed to maximize customer satisfaction, and IndiGo's advertising is no different. Marketing propaganda just isn't IndiGo's style, which is why this film is such a great piece of entertainment. Enjoy!”

Here's the print ad for the campaign

indigo airlines

Sharing an interesting anecdote from the shoot, Kitisha Gaglani of Hello Robot added, "The actor that plays the pilot (main dancer) - his trousers kept tearing because of the splits and the dance steps. So we re-reinforced it, then it tore again and so on. We had to take repeated breaks with a dedicated 'reinforcing lady' to stitch the tear between shots!A stitch in time surely saves nine?!" 


Client: Indigo
Agency: Wieden+Kennedy
Executive creative director: V Sunil
Director: Steven Antin
Choreographer: Denise Faye
Creative team: Daniel Berkowitz, Keshav Naidu
Account management:  Neha Puri, Deepak Sharma
Production house: Hello Robot
Music: Mathieu Josso, Vinayak Manohar, Tarun Shahani  

Campaign India