The Budget airline traveler – an advertiser's delight
Since the erstwhile Air Deccan launched in 2003, India has seen a big revolution in aviation. Post that, many more budget carriers like Spicejet, GoAir, IndiGo, Jetlite ( earlier known as Air Sahara) all joined the LCC bandwagon. Airline capacity has shot up by over 200% in the last 5 years and more and more airlines are adding capacity as we speak. Every global air show seems to be having at least one desi airline placing a large order for aircrafts. The legendary Naresh Goyal, Founder and chairman of Jet Airways, India's first private airline, once dismissed the LCC model saying that India would never respond well to an LCC model. Today 70% marketshare is held by budet carriers. With Jet also having 2 LCC brands, Jetlite and Jet Konnect, Mr Goyal would surely have been surprised with this development.
LCC customers are the new emerging middle class of India. This audience has a fairly disposable income. Given the right price, deal and value proposition, they would even spend on high end products. 55% of them own LCD TV's and 75% of them own 4 wheelers. They are also gobbling up insurance policies and buying real estate at a phenomenal pace. Plus, this segment is growing at a scorching pace. While majority of full service airline passengers fly through their company's budgets, LCC travelers fly through their own funds, which makes it even more attractive. Data has proven that many corporate travelers prefer to use LCC's while planning their personal trips or vacations. Every Indian would love to save a couple of grand one way on a flight that's not more than 2 hours in time.
LCC's also offer the advertiser an ability to reach the audience like no other. These airlines are always looking to cut costs and that means that they are always keen on advertising revenue. This opens up a plethora of options for advertisers that want to reach out to the upper middle class bracket of the country. Today, an ad on an airline's tray table is far more effective than a television ad since this customer is literally strapped to his seat while viewing that advertisement! In flight campaigns generally tend to produce much better results than any other form of advertising. LCC's specifically also tend to produce much better results since their customers are always on the lookout for good deals.
Adjetter media network is a media planning and buying platform that specializes in unconventional media properties. They deal with every airline and have done various customized campaigns for in flight branding. Many of these have been very interactive with analytics available to gauge the success of the campaign. With offices in Bangalore, Mumbai, Kolkata , Delhi and London, they are able to provide advertisers with innovative offline advertising solutions . Whether it's in flight ads or ads at hotels, restaurants, gyms, salons, multiplexes, malls , adjetter offers the advertiser a vast variety of interesting unconventional media options. Check out www.adjetter.com for more info.