Air Deccan in major rebranding exercise

Written by Shaheen Mansuri | Lalitha Srinivasan | Mumbai, Oct 25 | Updated: Oct 26 2007, 06:54am hrs
After UTI and Vodafone, low-cost carrier Air Deccan has embarked upon a major rebranding exercise in the Indian corporate world. For starters, Deccan is in the process of rolling out an aggressive multi-media advertising campaign with the tag line the choice is now simple.

After dumping Air from its original name, the company has now added Simplyfly before its brand name Deccan.

On the companys make over strategy, Captain GR Gopinath, executive chairman of Deccan Aviation said, We conducted an extensive market survey before the image make over. After the survey, Kingfisher and Air Deccan took a decision to draw a strong synergy between the two brands. We decided to send the same brand message through the same voice. Our vibrant new model just reflects this sentiment. As for the advertising budget for the rebranding exercise, Gopinath said, Our revenue stands at Rs 2,500 crore and we allocate 4% of our revenues to our ad spends, he said. Created by Orchard Advertising, the companys integrated marketing campaign highlights the improvements that have taken place in Deccan in its communications.

On the agencys creative strategy, Thomas Xavier, national creative director, Orchard Advertising said, We started with a teaser campaign that spoke about three improvements that has taken place in Deccan namely on-time performance, freebies and diverse destinations.

The agency has also worked on the new model for Deccan to create a synergy between Kingfisher and Deccan brands.

We wanted to make both brand images look similar as they come from the same stable, said Xavier.

According to Xavier, the main objective behind the rebranding exercise is to build consumer loyalty for Deccan.

We are unveiling the new face of Deccan with our 360 degree campaign which includes print, television, outdoor and internet ads, he added. The company also plans to use radio advertising to reach out to a wider target audience.

According to industry analysts, Deccan's make over plans will have a major impact on consumers. Earlier, Air Deccan was preferred by common men who look for low costs. With its new vibrant look, Deccan will now attract a wider target audience, added an analyst based in Mumbai.