SpiceJet launches new 'Get more' brand campaign

Rahul Kapoor - Televisionpoint.com | New Delhi
Low-cost flights players such as SpiceJet Ltd and GoAirlines (India) Pvt. Ltd are embarking on new campaigns and rebranding exercises to retain their unique selling preposition in an industry, where deep losses have forced every carrier to offer the same low prices and connectivity.

Delhi-based SpiceJet has begun its brand campaign this week, while carriers such as the Wadia group's GoAirlines and IndiGo, run by InterGlobe Aviation Pvt. Ltd, are also rolling out campaigns of their own.

Promotional offers and special fares apart, SpiceJet is taking a new branding approach to help it stand out, and is talking about the airline's unique brand offerings, apart from the traditional price point and promotional advertising.

"In the last four years, we have focused on price point or promo advertising. This time around we wanted to highlight the advantages and benefits that SpiceJet offers as compared to other low fare airlines. We were aiming for a campaign that captures the brand well and is identifiable." said Anish Srikrishna, senior vice-president, marketing, SpiceJet.

Contract Advertising is the creative agency behind the SpiceJet campaign. To start with, the brand campaign will be featured in the immediate issues of magazines that have coverage of the Budget presented in early July. The airline will spend between Rs 3 crore and Rs 5 crore to launch its new campaign, 'Get more when you fly SpiceJet', in magazine media and radio advertising.

Bhaskar Ghosh, vice-president, account management, Contract Advertising, said, "The idea was to bring the benefits upfront in a humane and warm way to attract flyers. There were no frills, so we changed that to make it a relationship-oriented product, more than just a vanilla product."

"We are not unlearning or undoing our brand with an attempt to relaunch, we are merely innovating within our existing brand guidelines. Our ground and air personnel (will) adorn new formal grey attire and our logo will now reflect single deep blue Our strength lies in our product offerings." Srikrishna says.

SpiceJet spends 3-5 per cent of its turnover on advertising; its revenue for the fiscal year ended March was Rs1,689.44 crore. The campaign highlights SpiceJet's offerings, including complimentary supervision of unaccompanied minors; free of charge Web check-in; sale of hot tea and coffee in-flight; savings on return fares; waiver for sports kits and so on.

On the other hand, GoAir is also in the process of rebranding its airline. Jeh Wadia, managing director, GoAir, had reportedly said it was time to rebrand his airline's look and feel to reflect a more formal undertone to sustain in the highly cluttered aviation space. IndiGo was not available for comment.