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IndiGo Air
Runway Musical
November 22, 2011
IndiGo—the airline that brings you amazing on-time performance, hassle-free service, fabulous in-flight snacks and always affordable fares—introduces another category breakthrough: the world’s first runway musical! This fast-paced theatrical spectacle celebrates IndiGo’s international operations, and showcases the extreme choreography that goes into making IndiGo run on the dot.
IndiGo—the airline that brings you amazing on-time performance, hassle-free service, fabulous in-flight snacks and always affordable fares—introduces another category breakthrough: the world’s first runway musical! This fast-paced theatrical spectacle celebrates IndiGo’s international operations, ...
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Chiranjeev S.
Mar. 10 2012
It’s 3:25 am and I feel it’s right time to give comment over this brilliant advertisement
Being an enthusiastic MBA fresher who has inclination towards advertising, I want to tell you what i feel about this ad please correct me if you feel I'm nit right. So, here I go
According to me:
When I saw it first time, I was sleepy and felt- I was watching HBO and Chicago movie’s trailer was running because that stage reminded me film Chicago.

Pilot was looking like Richard Gere with mustached and Catherine and Renee were in air hostage dress. Dancing like theater artists. Weird but Definitely Chicago.

But when I watched it second time and realized it’s not about Chicago movie. It is more than that.
This ad is totally product centric and benefit oriented ad. Traditional one, dramatic, effective, direct nail on the head kinda ad.
Clearly mentioned vision statement (We're here to be the model of a modern global airline
), Clearly stated Benefits (machine-like in the way we work), Solution oriented (we'll handle every hassle, They're an operations army that keeps every aspect synchronized), effective targeting (Demographically) (Great with kids and seniors too, tourists, and multinationals), effective positioning (Our service is so popular, we're flying international, and every time we fly we will ensure that you will land on time, novice with great services)
Promising ad. No doubt about that. Very effective ad from W+K India, Nice work!
But, Indi go is famous as cheap airline. Famous for cheap commute and not so good services. So my questions are
Q1. Will too flashy ad go with Indi go's image?
Q2. Or was it a try to rebuild its image? Sort of positioning in International market?
Q3. Or they wanted to penetrate the market with high pitch that’s why this ad is too glamorous and shiny?
If they want to target upper class then because of Indi go Desi image- being cheap, upper class won’t come and middle upper may come. Middle class won’t understand too fast background track but they’ll come (Because it’s affordable).

For creativity and presentation of ad, W+K Heads off to you guys.
Only one word: Fantastic

(Am I guessing it right? I need answers of my question please)
It’s 3:25 am and I feel it’s right time to give comment over this brilliant advertisement
Being an enthusiastic MBA fresher who has inclination towards advertising, I want to tell you what i feel about this ad please correct me if you feel I'm nit right. So, here I go
According to me:
When I saw ...
Read more Flag !
 
Ishan B.
Nov. 22 2011
This is BRILLIANT work! Love the the concept. Love the ad. Love the theater metaphor for the airplane.
Some of the subtleties I love about this ad:
1. Making the staff the heroes of the airline.
2. Stressing on the ambition of the airline.
3. Beautifully conveying Indigo's core value proposition of hassle free travel.
4. The line 'Everytime we fly, we will make sure that YOU will land on time' is a very well thought out line!
5. Add to that you have almost completely stayed away from using women to sell the airline. (almost)

With this you have truly set a high bar for airline advertisements. As a creative professional, my respect to you guys! I will soon write a post about this brilliant job on my blog.

Ishan
PS: I hate creating an account for a website that I won't visit frequently but in your case I felt the need to appreciate this work!
This is BRILLIANT work! Love the the concept. Love the ad. Love the theater metaphor for the airplane.
Some of the subtleties I love about this ad:
1. Making the staff the heroes of the airline.
2. Stressing on the ambition of the airline.
3. Beautifully conveying Indigo's core value proposition of hassle ...
Read more Flag !