SpiceJet takes off from Delhi, without using the runway

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | February 18, 2010
The low-cost carrier has put up a 40-feet-long replica of a Boeing airbus outside the Delhi Airport

An aircraft is certainly a treat for the eyes, as it roars during takeoff, or soars through the sky. However, few would appreciate that an aircraft could also be used in a static outdoor innovation, creating hype and ensuring eyeballs.

Low cost carrier (LCC) SpiceJet, in association with its outdoor agency MOMS, has put up a 40-feet-long replica of Boeing 737-900ER, one of the latest additions to the company's fleet, on a green patch en route to Terminal 1D of Indira Gandhi International Airport in Delhi. The structure, put together over a period of two months, is made out of iron and covered with fibre glass to provide the desired finish. In order to achieve a better view, the agency has also carried out landscaping on the site.

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Though a similar idea was executed by Kingfisher in 2008, where a 35-feet replica of the Airbus A340 was displayed at the Bangalore International Airport (BIA), the SpiceJet innovation is the first of its kind in Delhi.

Speaking on the innovation, Anish Srikrishna, senior vice-president and head of marketing, SpiceJet, says, "Considering the fact that we target the urban upper-middle class, outdoor works best for us; more so, when the innovation is as disruptive as this. A brand is an outcome of the product, the services offered and the way it speaks to its audience. Confidence in our brand is the key element of our communication."

The outdoor campaign is being rolled out in 18 cities where SpiceJet provides services, including Delhi, Mumbai, Kolkata, Guwahati, Bengaluru, Ahmedabad and Goa. Outdoor formats such as hoardings, neon signages, bus shelters and kiosks will be used for the campaign.

Without revealing the spends on the campaign, Srikrishna says that the company began advertising only in the year 2008-09. It relied on outdoor and print initially; and since then, outdoor continues to be a crucial part of the company's media plan.

Recently, the LCC came up with a set of TVCs, which spoke about the services provided by SpiceJet to its customers, such as taking care of unaccompanied minors for no extra charge; or carrying out Web check-ins amidst its wide network and reach. The use of television is yet another first for the company.

In the LCC category, SpiceJet claims to carry the maximum number of people per departure.

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