Jet tries on 'New India' sell in Singapore entry

Running in newspapers and on Clear Channel bus shelters, the blitz has been created by its Singapore agency, Gosh Advertising, with media being handled by OMD. Gosh also worked with Jet's Mumbai AOR, Network Advertising.

According to Jet Airways Southeast Asia vice-president V Raja, the campaign aims to communicate the tremendous changes that have occurred in India over the past decade, and sees the airline acting as a brand ambassador for the country.

"Five to eight years ago, people thought of India as a Third World country; now we're trying to tell people to come and experience us and you will know that India has matured over the last 10 years," said Raja.

"But it's not just clinical, it's also about the warmth and personal attention and care that we bring from 12 years of experience." Jet is the first private Indian airline to fly internationally, and currently accounts for 43 per cent of the country's domestic air market. In addition to the Mumbai to Singapore route, it will also roll out a Chennai to Kuala Lumpur service at the end of the month, along with New York and London flights.

"Jet Airways wanted to change current perception associated with India to one that is high-tech, professional, youthful, modern, global, efficient and knowledgeable," said Gosh CEO Theodore Choo.

"Of all the concepts tested, 'New India' provided the best fit. It has a clear and distinctive edge over generic platforms such as service and warmth. With this campaign, Jet Airways wanted to embody the symbolism of the new emerging India which is taking on the world in style."

A post-launch campaign was set to roll out at press time, with the airline also expected to confirm its marketing plans for Malaysia. Added Raja: "There was a time when Air India was very representative of traditional Indian culture but, over the last two decades, India has grown and developed into a world leader in communications and IT -- while we have all that, we still retain the warmth and personal touch."

Jet will operate 14 weekly flights between Mumbai and Singapore, bringing the total number of flights between the two markets to 218. The airline competes with both Air India and Indian Airlines, along with four new carriers that are expected to begin flights from India this year. "The first role is to make people aware that there is a world-class airline that carries six to seven million people and has 43 per cent market share of the Indian domestic business," added Raja. "We want to tell the people of Singapore what we represent as a young, growing, world-class airline -- which has maintained quality and consistency over the last 12 years."