Tuesday, May 01, 2007

King fisher vs Jet...the ad war for the skies!!!

A shopkeeper was dismayed when a brand new business much like his own opened up next door and erected a huge sign which read
'BEST DEALS.'...........
He was horrified when another competitor opened up on his right, and announced its arrival with an even larger sign, reading
'LOWEST PRICES..............

'The shopkeeper panicked, until he got an idea. He put the biggest sign of all over his own shop. It read .........

'MAIN ENTRANCE'

*******************************************************************

Its heating up …in air and in the ground…. The KF vs Jet fight…. The war of words that the competitors are engaged in, is entering its third phase now… Kingfisher and Jet Airways are fighting each other on the streets, in an advertising battle which has enormous potential and clearly is a fun to watch….

When Jet Airways embarked on a Rs 10 crore campaign to announce its change, ( we have changed …It said..) it least expected to be in the non enviable position of having to see its competition hijacking its campaign right from under its nose tips… Every where in Mumbai streets especially,right above the“we have changed” Jet ad at Cadbury Junction, which is around two kilometres from Jet chairman Naresh Goyal's residence, KF and its war managers put up another hoarding which proudly proclaimed “ we made them change”…!!!!

Kingfisher is into this tongue-in-cheek method,thanks to Swapan Seth & his Equus Advertising, obviuosly to narrow the gap in market share. Jet leads with a 31% share while Kingfisher has 10.5%.( Well I am not sure about the exactness if this numbers, still…). Jet Airways, which spends up to Rs 50 crore a year on marketing, has increased its budget after it bought and rebranded Sahara into JetLite. But its ad agency M&C Saatchi preferred to ignore the issue of competition and embarked on the much touted campaign which we are talking about today…..bitten by the sarcasm bug, Jet was forced to withdraw the campaign, and start a new.."Take Off To New York Daily" campaign…Not to be left behind…taking the war of words forward, Kingfisher Airlines again changed its hoarding which stated, “They’ve flown from here to New York.”

This seems to be the sequel to the war on talents that this two majors ( Indian or the Indian airlines seems to be no where in the picture here…) are already engaged in. The seasoned market player ,Jet Airways witnessed an exodus of its senior executives ,at least five top-level officials of Jet Airways joining Vijay Mallya's Red brigade…..and this all is happening amidst the rebranding hype that jet has launched with M&C Saatchi and US-based Landor Associates…..

Competition is good, at the end of the day, because that helps in the players getting more innovative and the customer stands to be benifited....

Now a defensive Jet should react, in the mean time Mumbaikars are having fun… watching the otherwise monotonous hoarding sites getting spiced up !!!!

After all everything is fair in war ,love and advertising….

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5 comments:

gRiNcH said...

hey dude, i really liked tht post on the jet vs kf fight...tho i do feel kf is hitting below the belt, perhaps for lack of its own ad agency's creative input...im gonna post bout this myself, hope u dont mind...thx...ciaos

Aditi Arora said...

cool dere. the fight is on! interesting street fight as dogs would do and mumbaikars would watch. Fun dere..

gururanganathan said...

jus see what go air has done .....they have put one billboard above kf..their copy says "we have not changed we are stil the smartest way to fly"

Anonymous said...

kf is trying to piggyback on the ad wave of Jet , as said earleir , they dont seem to have anything much other than short skirts to talk about !

zombiee said...

Eventually the critcal mass of a campaign is impact it leaves on the consumers mind. Most people will go for the snob value that KF offers of rubbing jet the wrong way. Great post mate..

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