IndiGo in-flight
CREATIVE STRATEGY | EXPERIENCE DESIGN | ART DIRECTION | PUBLICATION DESIGN | PACKAGING
AGENCY: WIEDEN+KENNEDY
CLIENT: INDIGO (AIRLINES)
ECD: SHUCHI THAKUR, MOLONA WATI LONGCHAR, DEAN WEI
COPYWRITER: NAINAN CHOPRA, MALAVIKA SHARMA
CLIENT: INDIGO (AIRLINES)
ECD: SHUCHI THAKUR, MOLONA WATI LONGCHAR, DEAN WEI
COPYWRITER: NAINAN CHOPRA, MALAVIKA SHARMA
WORK: EXPERIENCE DESIGN, BRAND CAMPAIGN
RELEASE DATE: 2018 - 2020
CREATIVE DIRECTORS: GEORGE ABRAHAM, JOSSY RAPHAEL, SAMARJIT BHATTACHARYA
CREATIVE DIRECTORS: GEORGE ABRAHAM, JOSSY RAPHAEL, SAMARJIT BHATTACHARYA
About IndiGo:
IndiGo is an Indian low-cost airline. It is India's largest airline by passengers carried and fleet size, with a 59.24% domestic market share as of August 2020.
My role:
I was in IndiGo’s core creative team at Wieden+Kennedy. From brand strategy to national/digital campaigns, I’ve been a part of all of it at IndiGo.
In-flight Entertainment
Problem:
Launching long-haul international flights and they are a low-cost airline with no tradition IFE screens or wifi.
Our problem statement:
How might we integrate IFE in long haul flights without IFE screens?
We looked at traditions forms of enteretainment that didn’t require wifi or a screen - board games, books and puzzels.
However, every added kg costs the airline - so our problem statement became:
How might we integrate IFE in long haul flights without adding more weight on the plane.
Solution:
Take what is already available on board - food and catalogue, and convert them into traditional enteratainments for the captive audience.
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We created packaging that doubled as a post-meal board game. While it isn’t impossible, this game of finger twister is challenging enough to keep the passenger engaged for some time.
The instructions were user-tested so that it was equally challenging for both right-handed and left-handed passengers.
Challenges in designing a board game:
- Single player
- Should be familiar
- Can’t have additional game pieces like pawns, dice, and standees.
Every page in the in-flight catalogue, including brand ads, milestone announcements, service ads, and even third party product ads - were all designed to make sure they were in line with the month’s theme, the brand’s voice and above all - entertaining.
Pre-booked meals
(unreleased)
Problem:
IndiGo wanted more passengers to pre-book their meals for better operational planning and cost-cutting.
Some of the business changes in effect were, curating an exclusive pre-book menu, and offering meals at discounted rates.
Our challenge was -
How might we change the average Indian flyers’ behaviour and having them build a long-term habit of pre-booking
Some of the previous drafts leveraged on ‘the joy of receiving a parcel’. Using the endowment effect to make the passengers feel special, like something was delivered specifically for them.
After a usability test, we found - this only gets them excited momentarily. We needed something that that can have a longer-term effect on the passenger’s behaviour.
Solution:
Positive reinforcement - Operant Conditioning
