Air India has an all new way to promote its brand. The national carrier has asked all its employees, around 22,000 of them to paste stickers of their print advertisement of its latest schemes on the rear windshields of their car. The promotion drive was confirmed by Dhananjay Kumar, senior manager, corporate communication, Air India saying that it’s a good way to promote the brand and the employees should do it.
According to The Indian Express, the airline had initially decided, after a meeting of a special committee formed to formulate a new promotion strategy, that officers of senior-manager grade and above, who claim fuel reimbursement, would be mandated to paste these stickers on their vehicles.
“The decision to involve all employees was taken on Friday as the airline wanted to ensure maximum reach and save money by not issuing advertisements for the same scheme several times. From now, after issuing an advertisement for a new scheme once, they will be promoted through stickers on employees’ vehicles,” sources added.
It also said that a senior official in Delhi had dispatched the copies of the stickers and has asked all general managers to distribute it in their respective offices.
The move was cleared by Air India’s chairman and managing director Ashwani Lohani who was briefed by the committee Wednesday. Lohani had recently directed the management to work out a new strategy to promote the brand as several people were unaware about newly launched schemes, said sources.
In order to check if the staff is ‘sticking’ to the order, the airline has asked departments within the administration to monitor compliance through “surprise checks”.