Valentine’s Day is a day to celebrate love. Brands across the board have initiated various conversations to express love in an unusual way. Two days ago a brand did a Guerilla campaign for Valentine’s Day
The recent one on Valentine’s Day was a conversation on twitter between Delhi International Airport and the four hubs of Airlines Indigo, Air India, Spice and Vistara. This is a hilarious take on Love.
The Delhi Airport and Indigo have not had a smooth relationship in the past, but today the banter between the two brands was lovely.
The idea was conceptualized by 22feet Tribal WW (North)
— Delhi Airport (@DelhiAirport) February 14, 2020
— IndiGo (@IndiGo6E) February 14, 2020
“It has always been our endeavor to ensure DIAL is an accessible and interactive brand not only for our passengers but also our business partners. We felt Valentine’s Day was quintessentially the right occasion to have some joy at work. We want to keep this camaraderie going..,” said Videh Kumar Jaipuriar, CEO, DIAL.
MediaNews4U spoke to Vishal Mehra, Head, 22feet Tribal WW (North) on this innovation and their client Delhi International Airport (DIAL)
On Valentine’s Day activation
The Airport authorities and the airlines share a very symbiotic relationship, they work day in and day out with each other and their growth is interdependent. What we wanted to do this year was to have a conversation with our partners expressing their appreciation in a slightly playful manner, also what we have been able to do in the past one year is really transform the brand from what it used to be to what it is now, more lively, interactive and a conversational brand.
All airports across the country; Delhi airport is the No 1 Airport on social media, we have been able to do that by engaging the brand with such initiatives. We were in the process of doing another activation, a Contest with the Duty-Free for Valentine.
They have been extremely open and receptive to our suggestions and ideas, we have also worked with their parent company GMR a couple of months back for their Diwali campaign, what we have been able to achieve with GMR and Delhi International Airport in the past one year has been great. We understand the way they work and vice versa, the work ethics is based on our great relationship and mutual trust. They are always encouraging us to push the envelope, and we try our level best whenever we see an opportunity.
We have led the aviation marketing in the country in terms of trends, with other airport brands and airlines following our lead and engaging with us. Case in point is the Valentine’s Day campaign.
Digital is the way forward for Brands
Today, brands are getting more evolved and more digital-focused. Now the brand has to be where the customer is. This year, all media reports talk about a clear trend of brands shifting to digital in terms of consumption. The consumer is there as we look into the future, and that is where the brands want to be.
Evolution of the brand
About a year back, when we got on board, the brand already had 6000 followers on Instagram, since then we have grown to 44k and the total media spend is zero. All the fan acquisition effort on Instagram has been totally organic and the same can be said about Twitter and Facebook. We have some very interesting plans this year for the brand.
The client has also recognized the reach of social media, the largest social community size in the country, on Instagram, Facebook and Twitter, along with various special initiatives taken in the year, which included inviting a young aviation geek, Abeer, to celebrate his 10th birthday with us, covered widely in national and international media.
For the past one year, the airport has attained a unique personality amongst airports not just in India, but in the region as well. In the region, I would say there is Changi, Incheon – Seoul and of course Delhi Airport, which brings a unique perspective on board whenever we are interacting with our partners, passengers or other stakeholders.
We have always maintained a warmer friendlier tone in our interactions. Over the course of one year, our command center has also gone 24×7, many wouldn’t have noticed it. Earlier it was just business hours, since September 1st 2019, we have gone 24×7, we not just listening to our passengers but we are also responding to them on their queries, helping them out in their journeys – in their upcoming journeys and ongoing journeys and also helping them to find lost articles/baggage at the airport.
At the same time, we are trying to build a friendly, warm and unique personality that is true to Delhi and the people of Delhi – the Delhi culture. Our communication sometimes is tongue and cheek like it is today.