Full-service carrier Vistara has launched its high-decibel multimedia brand campaign dubbed ‘Fly Higher’, aiming to inspire air travellers to not settle for the second best.
The campaign builds on Vistara’s brand promise, which is to make people look forward to flying again, and to expect the same level of class, quality, and attention to detail in the air as they expect in their career, lifestyle, and travel choices.
Conceptualised by Vistara’s creative agency FCB India, the creative concept of the brand campaign is based on wide-ranging customer insights suggesting that discerning customers today are not willing to settle for less than the best. People of all ages today live a life of a certain standard — they choose offbeat and challenging careers, create their own success stories, dine at fine restaurants, wear the best brands, pick uncommon holiday destinations, stay in the most stylish hotels, and expect the best quality and service in everything they select. But when it comes to flying, there is generally a compromise to select simply on the basis of the fare, in the absence of compelling reasons to select basis additional attributes. Vistara challenges this by giving flyers a reason to select their airline with the same discerning eye to quality and customer experience: Why settle for second best when you can fly the best?
‘Fly Higher’ is an extension of Vistara’s tagline ‘Fly the new Feeling’. Vistara offers travellers a flying experience like no other, thereby taking flying to the next level.
The text that accompanies the inaugural campaign ad states:
“Smart was never for you. You went for smarter. Your rides became faster. Your tastes became finer. Your holidays turned grander. But when it comes to flying, why settle for the same old standard?
Come aboard Vistara, where we have taken flying to the next level. Where the seats are plusher, the music nicer, the food tastier, the coffee smoother, the welcome warmer, and the entire experience classier.”
The campaign will be deployed across multiple platforms including digital, TV, cinema print and outdoor, aiming to target the diverse range of travellers.
Sanjiv Kapoor, Chief Strategy and Commercial Officer, Vistara, said, “At Vistara, we deliver a flying experience like no other airline in India. Our frequent flyers know this and tell us we have really made flying something they can look forward to again. We want to bring this message to a larger audience through this new campaign. You have a choice of airlines when it comes to flying — why not choose the one that aims higher, treats you better, and continues to find new ways to delight customers? Good enough is not good enough for the corporate high flyers and successful millennials of today, why not choose an airline that thinks like you do, that understands you and respects your needs? Why not Fly Higher?”
‘Fly Higher’ TVC: