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A look at the campaign titled #FlyWithAirAsia.
AirAsia India, the low-cost air carrier part-owned by Tata Sons, has launched a digital campaign in line with its brand promise 'Now everyone can fly'. The larger theme of #FlywithAirAsia is depicted in this film, which was released recently across the brand's key social media channels. So far, the video has received 1.6 million views on Facebook, 9 lakh views on YouTube, and has been among the top trending topics on Twitter on Republic Day.
While Contract is the company's creative agency, this film was conceptualised by Circus Elephants, who had approached them for a project. "Ritesh Shastri and his team were briefed to come up with a campaign idea that will help connect with flyers and non-flyers at an emotional level. We worked with the team, right from conceptualisation to execution, and believe that we managed to achieve what we set out to do," adds Jain.
Ritesh Shastri, business director, Circus Elephants, says, "Air travel is growing rapidly, yet its benefits haven't truly reached the masses. 'People can fly' - is a fact that we sought to highlight with the film that challenges the exclusivity of air travel. We drive the story through an innocent protagonist who questions the belief that people can't fly. The brief was the positioning of the brand itself- Now Everyone Can Fly. Through the retelling of the children's game, we observe the changing dynamics of the aviation industry because of AirAsia."
Will the communication take off? Experts speak.
While he is of the view that there are no specific rules to be applied while creating communication for this category, he however says, "Marketers in the same category have come up with quirky communication too, while others have taken the emotional route. At the end of the day, it's for the brand to decide what works best keeping in mind its TG and its tone of voice."
Vandana Sethhi, director, Water Communications, feels that for a middle class Indian, travelling by air for the first time is a huge emotional event in life. She says, "Chances are that they would fondly remember their first air travel with details. So the first-time traveller subject is perfect to communicate affordable travel."
Commenting on the creative, she says, "The game of 'Chidiya Udd' is also a good hook to set an emotional tone. Economical travel is not new but the before-after execution has given that edge, so overall it works well, but vis-à-vis your average digital film, this is very safe."
Also reasoning that the digital medium provides a platform to experiment and risk more, Sethhi asserts, "We must make best use of this creative liberty, we've finally got thanks to digital medium. Digital media allows us to experiment, entertain and engage in a more impactful way. A good example in a similar category is the 'Uncancel' ad by Make my Trip."
On using childhood as the go-to emotional hook, Sethhi says, "Why drag kids in every communication, be it any category - be it Santoor, Nirma, Nivea, Godrej hair colour, Good Night...the list is endless. I think the advertising club should start a category of awards for 'Innovative films without kids'," she quips.