Air India’s new airport advertisement targets IndiGo customers
Air India is stepping up its advertising campaign as it aims to lure customers from IndiGo and other low cost airlines.
On Saturday, Air India put up an advertisement on a wall panel right behind IndiGo’s check in counters at Mumbai airport with a message – “Next time fly with Air India and feel the difference.”
Air India’s billboard does not name any rival airline but by strategically placing an advertisement behind IndiGo’s counters it is targeting customers of India’s largest domestic airline. IndiGo has about 40 per cent market share which is more than double that of Air India (14.8 per cent).
Air India (along with Jet Airways and Vistara) operate from Mumbai airport’s Terminal 2 while IndiGo, GoAir and SpiceJet (which have a combined market share of around 60 per cent) operate from terminal 1B.
“We are trying to project Air India for what it is – the real comfort level, the warmth, good leg space, great food and extra baggage,” said Air India chairperson Ashwani Lohani in a text message in response to a query on the airline’s advertising and marketing strategy.
IndiGo declined to comment.
It is not unusual for an airline to advertise behind or in front of check in counter of its rival. IndiGo had earlier put up panel advertisements behind Jet Airways counters in terminal 1B (Jet shifted to T2 last year) while SpiceJet too advertised panels on pillars opposite IndiGo counters in Mumbai airport. But for Air India it is a first and marks a rare aggression on the part of the national carrier.
Under Lohani, Air India is trying to muscle its way in consumer mind space with high pitch advertising and discount offers including Rajdhani Express II AC fares which are put out for sale four hours before flight departure.
