SpiceJet aims to expand user base with its maiden TV campaign

SpiceJet has announced the launch of its first set of television commercials communicating unique customer service features and product benefits, thus, aiming to redefine the way this category communicates.

“The campaign comprises five TVCs, all of which are stitched together with a singular campaign promise, enunciated in the campaign line, "Get more when you fly SpiceJet”, said Bhaskar Ghosh, VP, account management, Contract Advertising. “It aims to gently provoke those who have not experienced flying with SpiceJet or do not fly regularly with it to take note of value-added features and benefits they can expect to enjoy while flying SpiceJet."

Each film describes the travails of a non-SpiceJet traveller – with a subtle irony as the voiceover guides the viewers through each character’s situation; and the film ends by highlighting the fact that this person always had the choice of flying SpiceJet which could have solved his problem. Besides communicating consumer benefits such as web check-in, the films also highlight SpiceJet’s network and reach.

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Conceptualized by Contract Advertising and produced by Bappaditya Roy Productions, the campaign uses a ‘reverse testimonial route’ to position SpiceJet as an airline that cares for its customers and offers an enhanced flying experience wherein low fare is defined as high value.

Anish Srikrishna, senior vice president and head of marketing, SpiceJet said, ““With these films, we will be in a position to visually, through some exciting character sketches, bring to life the proposition that you indeed get more when you fly SpiceJet. Our target audience is urban, male, socio economic class B1 to A1, aged 25-40 residing in the top 22 cities of India. While this market size is close to 100 million people, current estimates claim that only 6-8 million people actually took a flight in 2008-09. These television commercials will help us reach out better to the present and future flying population and present our unique brand proposition.”
 

Credits:

Project:  SpiceJet Television Campaign

Brief: To marry the value-added features and customer benefits offered by SpiceJet in a unified campaign, and thus create a differenciation for brand SpiceJet

Client: SpiceJet

Creative agency: Contract Advertising, New Delhi

National Creative Director: Ravi Deshpande

Executive creative Director: Nima Namchu

Copywriter: Uddalak Gupta, MS Sindhu

Art director: Ayan Pal

Films Dept: Sugato Roy

Account planning: Atishi Pradhan, Arun Sharma

Client servicing: Bhaskar Ghosh, Siddharth Bhattacharya, Radhika Likhi

Production house: Bappaditya Roy Productions

Director: Bappaditya Roy

Post-production studio: Pixion, Mumbai

Media used (TV/print/outdoor): TV

Media agency: Madison

Other TVCs in the campaign:

Maya Ayah

Honeymoon

Monty Singh