{"id":103,"date":"2004-09-08T23:37:07","date_gmt":"2004-09-09T04:37:07","guid":{"rendered":"http:\/\/server97.snhdns.com\/~ravik\/wp\/?p=103"},"modified":"2004-09-08T23:37:07","modified_gmt":"2004-09-09T04:37:07","slug":"the-indian-airlines-ad","status":"publish","type":"post","link":"https:\/\/www.ravikiran.com\/blog\/classic\/200409\/the-indian-airlines-ad\/","title":{"rendered":"The Indian Airlines ad"},"content":{"rendered":"

The guy with the moon in his matted hair <\/a> responds to my question about the Indian Airlines ad. The discussion started with my question about the Indian Airlines ad<\/a> that has been airing on TV and it has done a to and fro round over email. <\/p>\n

I still disagree with the guy with the moon.. etc.
\n
\nA well-established airline like IA doesn’t have to explain all those things that CCG says the ad should cover. The rules of thumb are:
\nIf the concept is new, your ad should introduce the concept.<\/i>
\n<\/b>People have been flying since the beginning of the last century. Ads talking of the advantages of flying belong to back then.<\/p>\n

If you are an entrant in a competitive space, you introduce yourself.<\/i>
\n<\/b>CCG’s says:<\/p>\n

“I expect an airline to tell me they will fly me anywhere in the world.
\nI expect an airline to tell me, at-least, if they don’t fly everywhere, they can help me get anywhere with their partners.<\/p>\n

I expect a commercial for an airline to tell me that the pilot is an expert. He can land the plane safely in any kind of weather. He has more flying hours than the crow. That I won’t be seeing 60 year old women serving me chocolates with a toothless grin.”\n<\/p><\/blockquote>\n

This really would apply if Indian Airlines were an unknown entity trying to introduce itself. <\/p>\n

If you are an established competitor in a competitive space, talk about what differentiates you.<\/i>
\n<\/b>That’s self-explanatory, and that is what Indian Airlines should be doing. But that is not exactly what it is doing. The advertisements are actually battling the well-known image problem that it has, i.e. it conjures up images of grumpy airhostesses, bad service and delayed flights. So it makes sense for the campaign to focus on just those areas. It is another matter that the image problem exists because it reflects reality and IA can’t do a shit about that. But if you were the advertiser I think it is a good effort.
\n
\nThere are other quirks about Airline ads. They never<\/i> mention safety explicitly because it scares passengers. <\/p>\n

Then there is the question of whether any TV ad can do all the things<\/i> CCG wants it to do or whether it is better to split it up into smaller commercials, but that is a question that he, as the copywriter, is better placed to answer.
\n<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"

The guy with the moon in his matted hair responds to my question about the Indian Airlines ad. The discussion started with my question about the Indian Airlines ad that has been airing on TV and it has done a to and fro round over email. I still disagree with the guy with the moon.. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/posts\/103"}],"collection":[{"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/comments?post=103"}],"version-history":[{"count":0,"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/posts\/103\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/media?parent=103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/categories?post=103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ravikiran.com\/blog\/wp-json\/wp\/v2\/tags?post=103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}