IndiGo: Flying High Despite Cockpit Battle

IndiGo, an Indian airline, created positive conversations around its mission to boost economic growthy by making key press announcements that showcased new partnerships and key milestones.

Situation analysis

IndiGo, the largest airline in India and one of the leading low-cost airlines globally, as per Skytrax, clocked a market share of 49% in India in April 2019, after the grounding of Jet Airways due to poor corporate governance. It ha focused on the airline's commitment to its growth and expansion plans while adhering to its strategy of cost leadership, using positive conversations with CXO interviews, new partnerships, experiential visits for new routes and destinations, brand campaigns, website enhancements, awards and milestones. The campaign led to 60% growth in positive conversations over the last year, generated a reach of 850,000 and over 1 million positive impressions on social media, and garnered 70% more positive stories (2,935) than promoter issue-related exposures (1,697) between April 2019 and January 2020. As a result, IndiGo witnessed 29% growth in ticket sales, 19% increase in passenger traffic and an overall 38.87% increase in net profit against a target of 10%. Shareholders and media understood that the promoter tussle has no impact on the business, reducing the impact of the developments on shareholder sentiment by 70% and boosting brand confidence.

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