CHARTING SPICEJET’S COME-BACK ROUTE
With the launch of SpiceJet’s first-ever TVC, Debojo Maharshi, CMO, SpiceJet talks about the campaign, focus on growing regional connectivity and how the brand is working to win back the consumer’s confidence after facing a rough patch in 2014 BY SAMARPITA BANERJEE Q] SpiceJet’s latest campaign is its first ever TVC. Tell us about the insights behind it. Q] Why did SpiceJet take so long to come out with a new brand communication? Q] What is your media mix for the campaign? Q] Following the campaign, what is the kind of image you are trying to build in the minds of consumers? Q] It’s been a year since SpiceJet changed its logo and tagline. What are you trying to convey through ‘Red. Hot. Spicy’? Q] SpiceJet has recently tied up with Mytaxiindia.com (MTI) to offer better connectivity from airports to cities. What are your expectations from this partnership? Q] How is Spicejet different from the other players in the market? Q] SpiceJet went through a tough time in the last couple of years. How are you trying to rebuild confidence among your customers? Q] How are you leveraging the digital medium to reach out to consumers? Q] Your current market-share is around 13%. How do you plan to grow your market-share in the country? Q] What are some of the challenges that the Indian aviation sector is facing currently? Q] What is your marketing strategy for the next few years? @ FEEDBACK
While at first instance our campaign appears to be focused on our product offerings, if viewed carefully, it has a bigger story to narrate. Firstly, we want our country to rise beyond the myth that air travel is restricted to only a few. While we want more and more Indians to fly, we do not expect them to compromise on their basic needs when they are onboard with us. In fact, we have ventured a step further by rephrasing ‘luxury’ for our customers. For instance, we don’t just provide our customers with meals on board but provide them piping hot food with our ‘Hot Meals’; making them feel at home, away from home. The basic idea is to communicate the fact that while flying with SpiceJet, one need not miss out on pampering himself/herself to the luxury an airline can offer.
After the change in management, we changed our product offerings. The products have also matured over a period of time. We recently introduced our new menu, which covers expanded food items from breakfast to hot snacks and all-day lunch and dinner like Biryani, Southern Delight, Chicken Tikka and many more. That’s why we felt that this is the right time to come up with our new campaign, as the new communication provides exposure as well as promotes these offerings.
The campaign is already up and running across all the popular digital and social networking sites, and is set to break on Television and the Digital Cinema network soon.
We want every Indian to experience the red, hot, spicy affair with SpiceJet, and our campaign provides us with a tangible platform to engage our customers. Moreover, SpiceJet as a brand is youth-friendly and is here to disrupt the misconception that a ‘low cost’ airline is just about low cost. The basic idea is to communicate the fact that one need not miss out on getting pampered while flying with SpiceJet.
We, as a brand, are friendly and very young in spirit. It is this ‘youth-ness’ that we wanted our new tagline to reflect. It promises a whole new experience altogether. As the words suggest, ‘It’s bright and cheerful as ever’. This positioning has also added a lot more glamour to our look as well as to the innovative offerings.
The partnership will encourage us to explore more routes where the demand could be higher. The initiative will help the carrier to offer an added convenience to its passengers, especially in Tier II and Tier III cities. It will definitely attract more middle class people. SpiceJet expects the initiative to also help in raking in more revenues through a higher number of travellers. It will also complement the Government’s overall efforts to boost regional air connectivity.
Our product offerings are unique in the industry and truly represent the brand values that the airline endorses. We are amongst the first low cost airlines to offer hot meals for sale on board, the first to offer dedicated extra legroom seats in a specially configured cabin, along with priority services such as priority check-in, priority boarding and priority baggage handling.
The year 2014 was a turbulent year for SpiceJet. However, since then, we have been able to renew our customer trust and confidence with our product offerings and better in-flight and on-time experiences. Since April 2015, the load factor of SpiceJet has been recorded as the highest in the industry – above 90% – which truly reflects the love for brand SpiceJet.
SpiceJet has explored the digital space in a vast manner. It has helped us gain maximum reach to our customers through various channels. SpiceJet has been investing hugely and promoting its products on platforms like Google display network and social media for more than a year now.
Market-share has never been a priority for SpiceJet. We believe in a sustainable growth model whereby we can ensure larger profits. In line with the current civil aviation policy, SpiceJet has always had an aggressive focus on enhancing the country’s regional connectivity. We are the largest regional player in the market and are now looking at taking advantage of the leadership position in the space. We are also in the process of talking to three regional manufacturers.
India is today one of the fastest growing domestic aviation markets in the world and by all means, India is on the cusp of a civil aviation revolution. Aviation is a people’s industry and hence security, safety and environment protection are some of the prime challenges the civil aviation sector has been facing globally. But when it comes to business, the aviation industry has always witnessed cut-throat competition and hence growth is vital here. Trimming down costs while sustaining the growth momentum is crucial and that is where the challenge lies. In view of the current aviation policy, growth can be further stimulated as a consequence of the focus on regional connectivity.
We would like to focus on more innovative product offerings and services in the coming few years.
samarpita.banerjee@exchange4media.com
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