IndiGo — India’s Coolest Airline
Wieden+Kennedy India, 2015
IndiGo’s ‘coolest airline’ brand experience is as old as the airline itself. It has unfolded smartly to push positive word of mouth, first by giving IndiGo its brand voice and curating brand touchpoints, and then by communicating clear, competitively compelling messages.
Air travel was once a luxury reserved for the rich. The great Indian middle class had no option but to tolerate rail travel. This changed in 2003 when the floodgates to low cost airlines were opened. IndiGo emerged in 2006 at a time when the domestic market was already filled with low cost airlines. Price wars were fierce. Its ambition was to become a market share leader, above all domestic airlines, and was committed to affordable, on-time, hassle-free service.
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In a situation limited by low-cost carrier constraints and price wars, become the airline that people love to fly and go from newcomer to contender to market share leader.
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Low-cost airlines were treating India’s upwardly mobile middle class as the “common man” but their aspirations were anything but common.
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Affordable air travel is not about a cheap price. It is about a stylish, international, accessible experience for a globalizing new India.
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No frills chic: Operational excellence that works better, looks better and entertains better, so passengers feel like they are part of a much greater, aspirational experience.
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#1 domestic market share leader ahead of low-cost and full-service airlines in 2011
In-flight sales grew by 8x growth from 2006-2011
Winner: Asian Marketing Effectiveness Awards - Best Sustained Success Gold 2012
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