Anurag Jain's Blog on Bangalore Events, Travel, IIM Bangalore, IIM, IIMB, Management

Saturday, July 02, 2005

Posted 12:11 PM by Anurag

The Old Man and the Sky: Innovative Advertising by Air Deccan!

Watch out for the new Air Deccan's TV commercial which will go on air from 7th July 2005.

It's a commercial that will help Air Deccan bond with their customers at an emotional level and further strengthen it's position as an airline that helps the 'common man' fly. Like Air Deccan's all efforts, the TV commercial is unique and so is the promotional plan for the launch. It is the longest commercial in the history of Indian advertising (150 seconds duration). True to AD's philosophy of low cost, the launch plan is as innovative.

Dates of airing:7th,8th,9th,10th July.
Time of airing:
6:30pm: MTV
7:40pm: Star News, Sab TV
8:15pm: SET Max
8:30pm: National Geographic
10:40pm: Star One
11:05pm: AXN

If you miss The Old Man and the Sky on these dates, watch the film during 17th-30th July on leading TV channels, and also grab a chance to win Air Deccan tickets.

(Update Jul 07, '05:
#Read about the ad at IndianTelevision.
# Coverage at AgencyFAQs.
# Watch the ad and enter the contest at Indiatimes AirDeccan microsite.
# The launch Plan:
* In the initial phase the TVC will be put on 5 niche channels at a fixed time for 4 days and on the same day also put on indiatimes.com. As a pre-launch action, it will be positioned as a premier of a film.
* It will be put as a Air Deccan website too.
* To further the interest of the customer Air Deccan will run a promotion where in they'd give 250 return tickets to the fathers (sons participating in the promotion to gift their father Air Deccan ticket)
* The contest forms would be put up at Air Deccan counters and handed over to the passengers along with the boarding card for the next one month. The passenger can either send the form by postal mail or e-mail or hand over to the staff at the counter.)

4 comments

Comments:

Hi Anurag
Know any site/source from where I can get a copy of this Airdeccan ad or the Airdeccan superman ad?
Much obliged.

Thanks
Anish
quizlab at gmail dot com

# posted by

Anish : July 06, 2005 10:26 AM

Hey man, I am not supposed to give it out b4 it starts airing. But hey, what the heck. I love your enthusiasm. So, check your email for the loot! :)

# posted by

Anurag : July 06, 2005 9:13 PM

Well i think yesterday was the first time i watched the premier or rather the first of an ad being telecasted. I was impressed by their concept. It induces an emotional attachment to who ever watches it and leaves an everlasting impression on the mind - the ultimate goal of any marketer or the company.

However i strongly belive that 150 secs for the ad is unnecessary. The consumer would swap the channel when an ad comes and he may not have enough patience to watch entire 150secs of the ad.

And secondly the transition from the plane on the visual security display to the plane later shown is disappointing. Till the last frame, the ad rolls out professionally but the transition i mentioned (final few seconds of the ad) appears to be taken from a very old ad of air deccan.

Regardless of all the above issues and weather its competitor manage to ruffle air deccan's feather or not, the fact remains that the air line changed the indian air line industry irrevocably by bringing the low cost concept to that region.

chandanv at gmail dot com

# posted by

Chandan V : July 08, 2005 9:32 AM

Chandan: Solid feedback, maan!

# posted by

Anurag : July 10, 2005 7:21 AM