IndiGo's new campaign borrows from Broadway musicals

Through the campaign, the airline company talks about its newly-launched international operations and its services.

IndiGo, the low-cost domestic airline which is all geared to fly in the international air space, has launched a new commercial that talks about its services such as on-time performance, hassle-free service and affordable fares.

Conceptualised by Wieden+Kennedy, the television commercial titled Musical - On time, talks about IndiGo's new international operation. The story is told by the core members of the IndiGo team, led by an energetic captain and supported by an all-star cast of co-pilots, ground force personnel, and of course, the gorgeous, super-efficient cabin crew.

Interestingly, the creative agency has given the TVC a musical touch, in Broadway style, to speak about the benefits and every aspect that goes into making IndiGo run most efficiently.

Speaking about the campaign, Aditya Ghosh, president, IndiGo, says, "Our all-new lively advertisement not only celebrates the milestone of us going international, but also reiterates our promise to provide a hassle-free and on-time travel experience to our valued customers. It's the strong force of our staff and crew members, and the belief of our customers that keep us going, and this is clearly reflected in the fun-filled moments showcased in the new commercial."

Mohit Dhar Jayal, managing director, Wieden+Kennedy, says, "Every aspect of the IndiGo experience is designed to maximise 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."

"The launch of IndiGo's hugely popular international operations gave us a great reason to do the new campaign, 'See you on board'," says Dan Berkowitz, associate creative director, Wieden+Kennedy, Delhi.

A classic touch

The campaign draws applause from the advertising fraternity in terms of being a fresh idea strongly executed. However, it fails to deliver the main message to the consumer, as the jingle turns out to be a bit complicated.

Sangeetha Narasimhan, president, West, and executive creative director, R K Swamy BBDO, calls the TVC a 'Good old Broadway in 60 seconds'. "It's well-produced, with good choreography, some foot-stomping music and nifty dance performances. But then, I couldn't get what they were singing. Yes, a few words like 'one time', 'young fleet' and 'international' were audible, but the rest of it was too fast and too anglicised. So, I'm still figuring out what's being said! A pity really."

According to Narasimhan, this leads to the rise of the main dilemma. "Is this for the Indian market or to announce its international operations? If it's the former, then does this work for a low-cost carrier primarily catering to a mass audience? What's the intent? Has the airline done this to spice up its otherwise ruthlessly efficient image? Personally, I felt that this was a bit distant from the real IndiGo flying experience, which is pretty formal and understated. Is it too 'angrez'? Maybe a Hindi rendition could have worked better. The very Hollywood-style production left me with that familiar feeling that I get after seeing a Bollywood film. Exciting. But, what is the excitement about?" says Narasimhan.

For Ankur Khurana, associate vice-president, planning, Orchard Advertising, the commercial is driven by business requirement and stems not so much from a strong, compelling consumer insight.

He says, "Strategically, it is a good creative. Indigo is going international -- it is an airline with finesse, it has been fairly professional in its service. Overall, it fits in well with the look, feel and ethos of the organisation or brand. It is a happy commercial, with some pleasant faces, much like the Vodafone (Facebook) commercial. Though I think it may need to look inside the aircraft and see what kind of people fly with it and decide what this means to that flyer."

However, according to him, the message is difficult to understand. He remarks, "I haven't met a single person who has got the message -- except the on-time bit maybe. In a world where even channels like STAR World provide subtitles to all soaps and programmes, I believe this commercial certainly needs it. I can imagine somebody telling the client that this is what will make the consumer come back and watch it. But, I don't think that this commercial has so many high-points that the viewer will want to come back again and again. So, may be there could have been merit in putting subtitles."