MUMBAI: Bright Outdoor Media Pvt Ltd has recently kick-started the ‘Go Air’ campaign across Mumbai on 39 prime sites. The campaign has two phases. The initial phase will run for 10 days in May while the second phase in June will run for 20 days.
The first phase has already been executed in Mumbai by Bright from May 15 which will continue till May 25. The second phase will be executed most probably from June 15 and will run for 20 days. A total of six creatives have been executed across Mumbai with the campaign tagline ‘Go Business, Pay Economy’. The creative agency is Ideas@work.
Speaking on the brief given to Bright, Sudesh Paul, manager, Business Development, said: “The client aims to be number one in the low fare airliner segment. Go Air’s target group is the business class as well as common people who travel regularly. We selected those areas for the execution where the target group is available. We chose areas like Andheri Chitrakut which is frequented by the film fraternity; Bandra Link road where you have the shopping crowd where people come for bargain hunting.”
On the campaign objective, Paul said: “The client wanted to spread the message that Go Air is very affordable and yet comfortable. And that’s what the tagline says ‘Go Business, Pay Economy’. The idea is to spread the message that this is the youngest fleet, very affordable, flexible and comfortable. A person who will pay for economy class will travel in business comfort.”
The prime sites across Mumbai include Queens Road, Peddar Road, Bandra link Road, Andheri Chitrakut, Mahim Causeway, Opera House, Juhu Haveli, Prabhadevi, Goregoan, Oshiwara, Lower Parel Market, Worli Passport office, Santacruz Milan Subway, Ville Parle, Malad Inorbit, Sion Junction, Mahalaxmi Race Course, Tardeo, and others. Go Airlines (India) Pvt Ltd is the low-fare carrier aviation foray of the Wadia Group that operates under the brand Go Air.