The urge to fly global routes is upon Indian airlines. While Kingfisher Airlines Ltd is preparing to do so, Jet Airways Ltd is aggressively expanding its international presence and Air India—once India’s only international airline, and part of the newly formed National Aviation Co. of India Ltd or Nacil — is looking to refurbish its fleet.We asked the experts how the brands should be advertised to non-Indians in overseas markets. Edited excerpts:
M.G. Parameswaran
Executive director and CEO, Mumbai DraftFCB+Ulka
Ad/brand strategy and positioning:
Broadly the airlines will have to have the same positioning that they have for
the airline; i.e. you cannot have a different positioning for each market.
Air India is the true ambassador of India, so it can play on the tradition of India.
Kingfisher is the young travellers’ choice and can be seen as the “fun” aspect of India.
Jet can position itself as the business traveller’s best way to reach India.
Taglines: Jet: “Business Efficiency”; Air India: “The flavours of India”; and Kingfisher: “Young India’s Airline”.
K.V. Sridhar
National creative director
Leo Burnett India Pvt. Ltd
Ad/brand strategy: The strategy should be much the same as what exists right now. There are three kinds of audience segments that airlines look at: international travellers, those visiting friends and relatives, and international tourists. Air India’s communication is around the India theme. They can take the concept further in the form of “The new face of India.” Maybe by including Bollywood, or technology or art or culture-based themes.
This would bring in a surge of international tourists. Jet is modelled around British Airways, and targets the business traveller in a big way. They should continue highlighting efficiency, because that’s what the business traveller wants. In fact, the efficiency quotient is far more important for Jet, than the luxury quotient. With Kingfisher, one would expect an extension of “Good Times.” It has worked in India, and it will work with international audiences.
Positioning: Jet’s positioning should be around efficiency of product and service. Kingfisher’s positioning should be around good times, music, fun and a carnival-like atmosphere. For Air India, it should be around the new face of India (all things that are current and topical)—a taste of India even as you get on the plane.
Taglines: For Jet, it should be “Best in the world”; for Air India, it should be “Taste of India”; Kingfisher should continue with “King of Good Times”. Perhaps an accent on Goa and Lavani music, which wouldn’t just benefit the airline, but also bring in tourism monies for the country.
Anil Nair
President
Law and Kenneth Worldwide
Ad/brand strategy: Any brand cannot mean different things to different people. What is the core of a brand? Whether it’s for domestic or international audiences, the core must be taken forward.
