Indiantelevision.com Team

(20 January 2010 3:40 pm)

MUMBAI: SpiceJet is all geared up to launch its first set of television commercials in a bid to expand its brand awareness nationwide.

Come 25 January, the airline company will roll out a set of five commercials across various Hindi and English channels including news, infotainment and movie channels.

SpiceJet has earmarked its television advertising budget at approximately Rs 8-10 crores for the next 12 months with an aim to "cut through the clutter in the current television advertising".

Says SpiceJet SVP and head marketing Anish Srikrishna, "The five-film campaign has been conceptualized by Contract Advertising and produced by Bappaditya Roy Productions. Though we are still to finalise on the number of spots across various channels, we are looking at a 500 GRP plus coverage across the television network."

The five-film campaign uses a 'reverse testimonial' route to drive home the benefits described of the airline. It positions SpiceJet as an airline that cares for its customers and offers an enhanced flying experience wherein low fare is defined as high value. The campaign line is on the "Get more when you fly SpiceJet" theme, earlier executed on print and outdoor media.

Commenting on the new brand campaign, SpiceJet CEO Sanjay Aggarwal said, "With these new campaigns and the first one on the television, we will be in a position to bring to life the value proposition that passengers will experience when they fly with us."