Vistara Fly Higher Since commencing operations in 2015 as a joint venture between Tata Sons & Singapore Airlines, India’s Vistara has been positioning itself as a carrier that offers better levels of service than the competition in country’s growing aviation market. In October, we covered the Vistara Retrojet, where the airline harked back to a golden age of flying by painting an A320 in retro colours to match the original 1932 DC3 f rom Tata Airlines, created by J.R.D Tata. Now the airline has released a new ad campaign called “Fly Higher.” The insight, according to a press release is that - “successful Indians of all ages today live a life of a certain standard.” The company says that they dine at fine
restaurants, patronise luxury brands and stay at offbeat holiday destinations. Why then should they settle for second best when it comes to flying? Two ad executions, one featuring a man, another a woman both have the same basic narrative. It shows them in their fancy offices with their successful careers, driving luxury cars...only to be let down when it comes to their choice of airline (e.g. she gets jostled in a crowded check in queue, and he gets handed a cheese sandwich on board). According to chief strategy and commercial officer, Sanjiv Kapoor: “Good enough is not good enough for the corporate high flyers and successful millennials of today. Why not choose an airline that thinks like you do, that understands you and respects your needs?”
Airline Marketing Monthly - January 2019
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