India’s fastest growing full service carrier Vistara recently announced actress Deepika Padukone to be the first brand ambassador of the airline. The airline has been hosting a teaser campaign #WhichStar on its social media accounts for a while now. The objective was to engage with the audience and, through a social media contest, drive conversations around the brand before the announcement.
They managed to achieve that quite well as the hashtag #WhichStar generated over 5 million impressions on Twitter in the past two days. The brand managed to spark curiosity about which celebrity is going to be the face of Vistara by dropping hints on Twitter and hosting a contest around the same.
@airvistara Awaiting results #whichstar
— My side My view (@F1_withme) August 22, 2016
The social media posts also featured a young girl who played in their film. The posts shared before the announcement connect to the theme of their first TVC that went live today. This new campaign reinterprets the brand messaging of “Fly the new feeling” and features the actress to showcase how she feels the same joy everytime while flying with the brand. To depict this, the film shows the actress as a kid which is played by the young girl. The announcement of Deepika Padukone as the brand ambassador further catalysed the conversations and the popularity of the hashtag skyrocket soon after her fan communities joined in. The campaign was conceptualised by Vistara’s creative agency Mullen Lintas.
Her father won the All England Championship in 1980. Guess #whichstar are we talking about to win a flight ticket! pic.twitter.com/JolXStzxT4
— Vistara (@airvistara) August 18, 2016
Watch our team breaking into an impromptu dance performance in these cheerful flashmob pictures! #whichstar pic.twitter.com/S0YFO9itUB
— Vistara (@airvistara) August 19, 2016
Speaking about her association with Vistara, Deepika Padukone said,“It is a matter of great pride for me to be associated with Vistara, a brand that is reliable, warm and friendly; a brand that carries the lineage of Tata and Singapore Airlines. Vistara actually makes me look forward to flying again, like I did when I was a child and every flight was a wonder. The new TVC aims to capture that feeling in a charming and evocative manner.”
“From the beginning, Vistara has aimed to transform the flying experience and bring back the joy of air travel”said Mr. Phee Teik Yeoh, CEO, Vistara.“We believe the journey should be as enjoyable as the destination. Our new brand campaign with Deepika Padukone highlights the unique feeling of flying Vistara. Through this campaign, she has brought to life the special spark of happiness that people feel when they fly with Vistara, the airline that is proud to carry the remarkable heritage of Tata group, Mr. JRD Tata, and Singapore Airlines”, he added.
The new campaign will be deployed across multiple platforms including TV, digital, print, outdoor, cinema and airports. Through this campaign, the carrier is trying to reach out to frequent flyers who value a consistent flying experience while also popularising the brand among the masses. Do share what you think of this campaign by Vistara.
You can find more updates from the campaign on Vistara’s Twitter account.