Jet Airways lures passengers to fly more

By Khushboo Tanna , afaqs!, Mumbai | In Advertising
Last updated : October 06, 2008
The airline, which has been operational for more than a decade, has come up with its first TV campaign to highlight the new products


Airways, which has been operational in India for the last 15 years, has rolled out its first-ever TV campaign, featuring Shah Rukh Khan.

There are three ads, each of which addresses an economy class flier, a premium class flier and a first class flier, respectively. Out of the three commercials, the economy class one will not be released in India, as it is targeted at the international audience.

Only one ad, for first class fliers, has been released in India so far, highlighting the products offered by Jet Airways in first class. Shah Rukh Khan is portrayed as a flier, who is enjoying the services offered to him.

The ad for the first class suit opens with a shot of Shah Rukh Khan enjoying a nap on a cozy flat bed. He then gets up to find his personal wardrobe in from of him. He puts on a coat and heads off for a private dinner in a personal cabin. A female voiceover informs the viewer that these are the services offered to first class fliers by Jet Airways.

Similarly, the other two campaigns, one for premier class and the other for economy class shows Shah Rukh enjoying facilities offered in the respective classes.

The campaign will not use any other media, such as print or radio. The creative inputs for the campaign have been provided by M&C Saatchi. The campaign has been produced by Red Chillies Entertainment and directed by the noted filmmaker, Shekhar Kapur. It has been shot in Mumbai and London.

Rajiv Sabnis
Rajiv Sabnis, executive director, M&C Saatchi speaks to afaqs!, "The new campaign was specifically designed to promote the Boeing 777, which was customised by Jet Airways based on customer feedback. Jet offers features such as private suits in first class, 180 degree lie-flat beds in premier class and adjustable headrest and footrest in economy class, which are not offered by any other airline. We wanted to highlight those features."

He adds, "They wanted to promote the concept of comfort in economy class, space in premier class and privacy in first class."

Regarding Jet Airways venturing into TV campaigns after so many years, Ragini Chopra, vice president- corporate communication and president, Jet Airways tells afaqs!, "We wanted to highlight the products available for the passengers on the international route. One picture cannot express what the whole story is about. So, we decided to go ahead with the TVC."

Manish Bhatt

Subhasish DattaChopra also talks about Shah Rukh Khan's role in the campaign. "Shah Rukh has a domestic, yet international appeal. That is why we have used him in the campaign."

The campaign will be aired on news and special interest channels, such as Travel & Living, in the domestic as well as the international markets, as Jet aims to target business clients. The campaign will run in international markets, such as the Far East, West Asia and the USA.

When afaqs! seeked for opinion on this ad, and Shah Rukh as the brand ambassador, views differed.

Manish Bhatt, senior vice-president and executive creative director, Contract Advertising expresses his take on the ad. "The fact that Shah Rukh is cast as a person who has not been exposed to facilities such as wardrobe and flatbeds does not work for me. The focus is more on Shah Rukh and not on the products. Hence, it does not seem real."

Subhasish Datta, creative director, Mudra has a different viewpoint. He says, "The ad is executed well but the idea is not great. They have done a good thing by taking Shah Rukh, as it will retain viewers' attention."

For the record, the Jet Airways account has recently shifted to McCann Erickson from M&C Saatchi.

First Published : October 06, 2008

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