Mohit Joshi -- MoJo

VISTARA - THE DEATH OF A GREAT BRAND Vistara is one of the successful brands created in the country over almost the last 10 years, but now it gets ready for its own burial. Vistara is an interesting marketing case because typically when a brand gets swallowed by another brand one at least hopes that the brand being swallowed up is the weaker brand. In the case of Vistara the brand was considered premium to all other airlines in the country a fact helped by the exit of Jet Airways. Starting right from the name and design of the brand the brand was positioned as premium. The name "Vistara" comes from the Sanskrit word vistaar, which means "a limitless expanse". Perfect name for an airline. The brand identity was developed by design firm Ray Keshawan. Since the collaboration of Vistara was with Singapore Airlines, it gave the brand an edge and rub off from the Singapore Airlines brand however subliminal. The brands success has not only been its marketing and advertising which normally pushes brands to become great. The product itself was well differentiated. For example credit must be given to Vistara for starting a Premium Economy Class. Although not an original thought, British Airways and others also have a Premium Economy it was a good differentiator for the Indian market. Most consumers also rated Vistara as having the best in flight food. Their loyalty program seems to have worked. I have several friends who preferred to fly Vistara in spite of their frequency not being as good as say Indigo. Many would however still wait to get a Vistara flight and add to their air miles. Vistara seemed to have developed their own base of non-cost conscious customers which is a big achievement in a price sensitive market. In addition complaints were low, loads very high and on-time performance was great - key parameters to judge any airlline. Premium economy which was a big hit was also a big disspointment because people got used to it, but it was not available on all routes. So does it make sense for big brother Air India to gobble up such a good brand. The success of the brand came at a big cost. With a loss of Rs 9500 crores, Vistara was paying for its success. So financial it made good sense for Air India to collapse the brand while also adding to its existing losses. There is a lesson here. Finally however good the brand, if it is not making money it will get killed. So now that Vistara as brand will be no more is there anyway that Air India can pick up any of its values to add to Air India possibly? Maybe. One could name any of the classes business or economy as Vistara class. There could be Vistara lounges etc. But I think this is perhaps just wishful thinking. Air India wants to build its own brand and may not give much attention how it can make use of the Vistara premiumness for itself. #airlineindustry #brandmanagement #branddesign #positioning #marketingandadvertising

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Cab branding brings the city to life with creativity and motion, turning every ride into an opportunity for brand engagement , where every glance counts and impressions matter, advertising has taken to the streets in innovative ways. One of the most dynamic and engaging methods that have gained prominence is cab branding. As cabs weave through the city streets, they become moving billboards, turning heads and capturing attention. As cab Advertising continues to evolve and push the boundaries of traditional advertising, it exemplifies the fusion of creativity, mobility, and innovation in the ever-evolving landscape of modern marketing.Here, we look into the world of cab branding, exploring its various types, benefits, design considerations, challenges, and the exciting future it holds in the realm of modern advertising.

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🌟 Reflecting on Goa Fest 2024: The Age of Adaptability 🌟 I recently attended Goa Fest 2024, and I am truly inspired by the insights shared. The theme, "Age of Adaptability," perfectly captured the evolving marketing landscape. A highlight was the seminar on "Blending Traditional and New Age Marketing for Brand Success." Here are key takeaways: 1. Brand & Performance Marketing Integration: Today, brand and performance marketing must work together, driving both awareness and measurable results. 2. Measuring Success with Search: Using search metrics is essential for real-time insights into consumer behavior, helping brands adapt and thrive. 3. Innovation as a Differentiator: Innovation is crucial for standing out. Continuous new ideas capture audience attention and loyalty. 4. AI: A Catalyst, Not a Threat: AI accelerates turnaround times and enhances marketing effectiveness. It’s an enabler, not a disruptor. The event underscored the need for adaptability in marketing. It’s a reminder that success requires a blend of traditional wisdom and new-age innovation. Feeling inspired and ready to implement these insights at EssenceMediacom! #GoaFest2024 #Marketing #BrandStrategy #Innovation #AI #Adaptability #BrandMarketing #BrandSuccess

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Leo Burnett India, part of Publicis Groupe India has strengthened its senior leadership team with the appointment of Anirban Roy as Chief Strategy Officer. Roy will report to Amitesh Rao, CEO, Leo Burnett - South Asia. The appointment comes on the back of the agency’s unprecedented growth and success in India, stated the agency. Read more 👇 https://lnkd.in/dW3HiunJ #digitalmarketing #marketing #socialmedia #business #entrepreneur #branding #socialmediamarketing #contentmarketing #growthhacking #marketingstrategy #growthmindset #leadgeneration #sales #engagement #communitybuilding #influencermarketing #results #impact

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Kantar's Soumya Mohanty on challenges for brands in adapting their creative strategies for the digital landscape Soumya Mohanty, Managing Director and Chief Client Officer- South Asia, Insights Division, Kantar, shares how South India demands original ads and not recycled ones, importance of emotions in advertising, what brands can learn from Surf's Daag Achhe Hai/Stains are Good and more. By Indrani B. https://lnkd.in/dXbNHThH

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Before engaging in moment marketing, brands and agencies globally should consider whether it aligns with their broader brand strategy and complies with legal and ethical guidelines, says Manisha Kapoor, chief executive officer and secretary-general, Advertising Standards Council of India. Read more👇 https://lnkd.in/dCGGab79 By Kashmeera Sambamurthy #digitalmarketing #marketing #socialmedia #business #entrepreneur #branding #socialmediamarketing #contentmarketing #growthhacking #marketingstrategy #growthmindset #leadgeneration #sales #engagement #communitybuilding #influencermarketing #results #impact

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