In March 2020, the entire travel industry in India came to a halt and the airlines took the worst hit. When the lockdown ended, it was important to bring back the confidence in flying again in tough revenue situations and limited budgets.

We needed to reassure the public that every safety precaution possible had been taken to ensure a safe journey. Additionally, there was a need to alleviate passenger anxiety at every step of the way and create an experience that made our consumers feel safe. We also needed a rallying cry for our employees internally.

The key objective was to create a customer experience platform to engage passengers and reassure them that we have got them covered at every step of their journey. We also needed to position us as the most trusted airline in the country to capture the market share.

● Business Impact:

o Significant increase in our market share from 48% in pre-covid times to ~ 54% now, as per the DGCA report (Dec 2020) despite limited marketing investments.

o 16-point increase in customer confidence in IndiGo’s ability to take care of customers health and safety (81% in Dec 2020 vs 65% in May 2020).

o Significant improvement in our NPS score from 41 to 54 during this period.

● Campaign Reach:

o Overall reach of ~14,098,425 and ~23,367,162 impressions on social media.

o The campaign hashtag #LeanCleanFlyingMachine got over 100 million impressions on social media.

o Reached over 15 million people through influencer activations.

● Brand Love –:

o 97% of the conversations on this have been positive/neutral. Such testimonials were showcased on social media.

o Internally, our staff rallied under the campaign banner and provided the highest order of customer service despite the new protocols.