After finalising the intricacies of its image makeover, Jet Airlines put up several billboards in Mumbai declaring “We’ve changed”. Barely two days later, flamboyant Vijay Mallya’s Kingfisher Airlines put up a billboard on top of it, reading, “We made them change.” And why did Kingfisher, the flyer of good times, do that to Jet? “At the heart of ‘Brand Kingfisher’ is young, high-spirited airline which is spunky and wicked, that’s reflected in the campaign. The aim was to make Jet overreact,” offers Swapan Seth, CEO, Equus Red Cell (Kingfisher’s advertising agency). Call it a reaction instead, Jet had to pull out its close to Rs.90 lakh campaign and the billboard now boasts off Jet’s services to New York, which start in August (but it’s only May dear!). However, despite the alteration, Kingfisher’s tagline – ‘We made them change’ still stands relevant.
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Source : IIPM Editorial, 2006
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