IndiGo’s ‘coolest airline’ campaign is as old as the airline itself. Both launched in 2006 and have worked together over the past five years. IndiGo emerged at a time when the domestic market was already filled with low-cost airlines. Its ambition was to become a market share leader, above all domestic airlines in India. In a situation limited by cost constraints, the marketing challenge was to make low-cost air travel more than a commodity, so that IndiGo could become the airline that people loved to fly. The airline also aimed to acquire new customers and retain existing ones.
The campaign stemmed from a simple yet bold insight, that low-cost air travel should never make you feel ordinary. It was this belief that helped take IndiGo from newcomer, to contender, to market leader. ‘India’s Coolest Airline’ followed three strategic guidelines including stay true to the brand voice, carefully curate every possible touch-point and make a buzz-worthy, yet credible, impression
In spite of intense competition, IndiGo established the stronghold it sought. The campaign unfolded smartly to push forward positive word of mouth, first by giving IndiGo its brand voice and curating the brand experience, and then by communicating clear, competitively compelling messages.