IndiGo Overview


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
WORK: EXPERIENCE DESIGN, BRAND CAMPAIGN
RELEASE DATE: 2018 - 2020
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. 




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



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




Reward our passengers for their effort. We introduced a new line of packaging for the pre-booked meals that flattered the passengers for their decision to plan.




Complimenting a captive audience with phrases like: 
- you’re a smart one, aren’t you
- we wish there were more people like you 
- You have your priorities sorted don’t you

They would more likely to remember pre-book again. 





Other little big things





I also worked on a few national brand campaigns for IndiGo, like

- ‘Let’s IndiGo’ (13th anniversary),
- ‘IndiGo Abroad’ (lnternational flights) (ET Brand Equity, Sharks Awards 2020, Best Consumer Insight - Bronze),
- ‘Kaching!’ (IndiGo+MasterCard+HDFCBank credit card launch),
- ‘Tough Cookie’ (celebrating healthcare workers),
- ‘14 years of IndiGo’ (14th anniversary), and
- ‘Lean, clean flying machine’ (post-covid campaign).