Click to play videoMumbai: When Jet Airways embarked on a Rs 10-crore campaign to announce its change, it did not expect to change its campaign itself. But that's what Kingfisher Airlines forced it to do with a quick response.
“At the kernel of the Kingfisher brand is our ability to innovate. We have a certain spunkiness in terms of the brand persona and this is just a quick capitalisation of a marketing opportunity,” says CEO, Equus Red Cell, Swapan Seth.
Analysts say Kingfisher is adopting the tongue-in-cheek method to narrow the gap in market share – Jet leads with a 31 percent share while Kingfisher has 10.5 percent.
Jet Airways, which spends up to Rs 50 crore a year on marketing, has increased its budget after it bought and re-branded Sahara into JetLite. But its ad agency M&C Saatchi preferred to ignore the issue of competition.
“This campaign is to communicate and celebrate the changes which are taking place across the product, from delivery/uniform to the services. In the last 14 years Jet Airways has revolutionised air and it has now embarked on a plan to be the top five airlines. And this campaign reflects that Jet Airways is India's finest international airline,” Chairman and CEO, M&C Saatchi, Kamal Oberoi says.
It took Kingfisher two days to respond to Jet's first tagline and the war of words rages on.
This is the second potshot Kingfisher has taken after Jet changed its hoardings to a generic route announcement. Well, we are waiting for round three in the war of words!
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