In my first advertising job, there used to be the ‘5-10 principle’. The essence of that principle is that advertising communication has two broad parts: what to say (strategy) and how to say it (creative execution). On the first part, you could either score a ‘zero’ or a ‘five’ i.e either right strategy or a wrong strategy -you can’t get a 2.5 on strategy – much like being half-pregnant is not an option. The creative then lifts the idea in many stages – from a 5 to a 10.
How, dear reader, would you rate the Indigo Airlines TV commercial? Hats off to the agency (W+K) and the production team (BangBang Films) in pulling off a slick, international class commercial. It looks good, is stylishly art directed and conveys the importance of being on time.
Point is, while the Indigo chefs, air hostesses and baggage handlers can wake up on time, they have very little control on the engineers & technicians at our airports. How often have we experienced the joy of a flight taking off on time only to land an hour late because of traffic congestion while landing (‘we are No.11 in the queue’) or sitting in an aircraft waiting for clearance to take off? All I am saying is that conveying the importance of being on time (and by association that the brand stands for on time performance) is fraught with danger in India. What say?