When touring Wieden + Kennedy Delhi, we heard about the work that the agency had done to re-brand India Air, a discount airline based in Haryana, India. This campaign began with a name change to Indigo Air, but that was just the beginning. W+K took a truly hands-on approach to every aspect of this re-branding project and having now flown IndiGo, I can honestly say it shows.
W+K’s creative designers contributed to the interior design of the airline’s fleet. The bold blue and white in clean lines are a nice departure from the basic beige or other muted tones found in most airliners in the U.S. Although it cannot be seen from the photo, the seats are actually more spacious than other discount airlines.
In addition to the interior design, IndiGo differs from other discount airlines by offering upgraded services and amenities. These amenities make an impression from the moment you step on the plane. The classical music and humidified air streaming through the cabin immediately alleviate the usual irritations of boarding the plane. The soothing music and pleasantly fresh air put the passengers in a relaxed comfortable state of mind that carries through the short flights in which the airline specializes.
The team at Wieden + Kennedy wanted to leave no amenity untouched. They actually taste-tested all the food and even created some new recipes to be served on board. I couldn’t resist trying the chocolate chip cookies in a custom, re-usable tin and to offset the splurge, the airline’s healthy snack bar. The food contribution wouldn’t be complete without packaging to further re-enforce the brand image.
W+K’s creatives didn’t stop there; their design aesthetic can be seen in every aspect of the airline.
From the fun and funky safety instructions and air-sickness bags, to the stylish flight attendants’ uniforms and wigs, the upscale, but fun design elements created for IndiGo maintain cohesive brand image.
Last, but not least, the television spots created for the airline, do a fantastic job of re-enforcing brand appearance, while establishing a unique selling proposition, touting the airlines immaculate on-time flight record.
From start to finish, the IndiGo re-branding project has successfully met the campaign objective of setting the airline apart from other discount Indian airlines. Now having flown IndiGo Air, I can once again say that W+K’s has created a unique airline experience and the advertising they created has perfectly captured the experience.