IndiGo/ Indigo Airlines: INDIGO 360 BRAND EXPERIENCE

Credits & Description:

Category: Consumer Services

Advertiser: INDIGO AIRLINES

Product/Service: AIRLINE

Agency: WIEDEN+KENNEDY

Date of First Appearance: Mar 1 2010

Entrant Company: WIEDEN+KENNEDY, Delhi, INDIA

Executive Creative Director: V. Sunil (Wieden + Kennedy)

Managing Director: Mohit Jayal (Wieden + Kennedy)

Creative Team: W+K Delhi Creative (Wieden + Kennedy)

Media placement: Corporate Identity - Collateral - 1 July 2005

Media placement: Branding - Aircraft - 1 July 2005

Media placement: Airport Collaterals - Airport and Aircraft - 1 July 2005 - Present

Media placement: Vehicle branding - Airport - 1 July 2005 - Present

Media placement: On Board - Aircraft - 1 March 2010 - Present

Media placement: Advertising - Print and Outdoor - 1 January 2009 - Present

Media placement: Advertising - Print - 1 January 2009 - Present

Media placement: Food packaging - Aircraft - 1 January 2009 - present

Media placement: Food packaging - Aircraft - 1 January 2009 - present

Media placement: Design collateral - Direct Mail - 1 January 2010



Describe the brief from the client

Create and launch the Indigo brand experience across all touchpoints.



Describe the challenges and key objectives

The no-frills airline industry in India was supposed to help the common man fly. While the intentions were noble, the execution was almost insulting. No frills was a synonym for poor quality and terrible service.



Describe how you arrived at the final design

Low cost carriers everywhere work on a commodity model, wrongly believing low fares and brandthink to be incompatible. Few are aware of the rise of 'no-frlls chic', a movement that uses creative energy and small customized touches to enhance overall customer experience. Indigo is a product of this movement. Its slick functional interface is designed to make life easier for both first time and frequent fliers. The 'arrowplane' symbolizes the brands function beautifully, aids brand recognition, and provides us with a cool graphic device to play with.



Give some indication of how successful the outcome was in the market

No.2 in market share.



Has carried 27 million passengers and counting.



Record order of 180 new A320s with Airbus. The worlds largest.



Will soon be flying international