2. THE BACKGROUND STUDY
• Parent Company :
InterGlobe Enterprises
• Tagline/ Slogan : Go IndiGo
• USP : On Time Performance,
Lowest Price, STP
• Segment : Cost Conscious Passengers
• Target Group : Lower Middle Class /
Middle Class
• Positioning : Low Cost No Frills
• Competition : Go Air, Spice jet,
Kingfisher, Jet Konnect
• Strength
– Strong backing Promoters and is one of the largest low cost carriers in
India
– Only LCC to make consistent profits. Major market share.
– LCC which has entered international markets has boosted its brand value
– Good advertising and marketing strategies have increased its brand recall
• Weakness
– Not on too many routes as compared to competitors
– Still has to establish itself on international destinations
• Opportunity
– Opening up of International routes
– Bringing in the emotional connect and bank on it since new players
are stepping in the aviation industry. ( Air Asia is soon to step in, and
this is the right time to strengthen Indigo’s position in the Indian sub-
continent.)
– Increase in brand presence amongst the Indian Middle Class
• Threats
3. THE COGNITIVE PROCESS
• On time efficient
performance,
• Lowest Price,
• No Frills, easy
availability
• Quality service and
aircrafts
BRAND PILLARS
• Cool, modern and
smart
• Dependable
• Confident
• Approachable and
likeable
• Ambitious, dynamic
and informed youth
• Cost Conscious
Passengers
• Frequent travelers
BRAND DEFINITION BRAND PERSONALITY TARGET AUDIENCE
The NEW CAMPAIGN
4. THE CREATIVE PROCESS
INSIGHTS CAMPAIGN IDEA COMMUNICATION
OBJECTIVES
Promote reasons to
travel and travel by air.
INDIGO. All YOURS
campaign
Modern youth
is ambitious,
individualistic and
with greater exposure
in TV and movies,
loves to travel &
explore.
New Tagline :
“ All Yours ”
A short tagline, that says it all. Conveying
that its all yours when you are with Indigo,
everything falls in your court and things
happen the way one had always wished
for.
Consumer centric approach
• Promotion of the general
travel habits in the target
audience
• Emotional connect and a feel
good association
• Freshness to the brand
• USP of low cost and frill free
flying experience strengthened
in the target audience
5. PRACTICALITY AND
FEASIBILITY• We’ve adopted a very practical approach, keeping in mind that this can be
implemented in the actual market scenario
• We retained the core brand and our campaign aims at extending the same in newer
and at the same time bringing the Brand pillars in focus
• Apart from the regular avenues, we will focus on locations that are exposed to frequent flyers
and have not been tapped yet or rather the ones that haven’t been paid attention to / or
considered before, this will be more cost effective and easy to implement
• Example : Airport branding, Music Concert - say by Metallica; Tourist locations - say Ladakh ;
• Thereby percolating the emotional connect to the grass root level. And giving Indigo a different
outlook as a whole through TV, Print, OOH, Digital/Social Media
6.
7.
8. THANK YOU J
Touching emotions of the common Indian population
with simple day to day emotions and moments where
your presence cannot be replaced like urgent family
commitments say arrival of a new member in the family or
just living life the way you always wanted to.
