Air India Kick Starts New Promotion, Asks Employees to Stick Ads

October 18, 2016 09:53

Air India has started a new brand promotion drive which is set to take off on roads across the world. In its new initiative, the national carrier has asked all its 22,000 employees, to paste stickers of print ads of its new schemes on their rear windshields.

A circular was issued on Friday through which the decision was conveyed to the airline’s offices worldwide. Confirming details of the new strategy, Dhananjay Kumar, senior manager, corporate communication, Air India, said, “It is a good way to promote our brand and our employees should do this.”

Sources said "the airline had initially decided, after a meeting of a special committee formed to formulate a new promotion strategy, that officers of senior manager grade and above, who claim fuel reimbursement, would be mandated to paste these stickers on their vehicles. The move was cleared by Air India’s chairman and managing director Ashwani Lohani who was briefed by the committee Wednesday."

Air India New Ads
“The decision to involve all employees was taken on Friday as the airline wanted to ensure maximum reach and save money by not issuing advertisements for the same scheme several times. From now, after issuing an advertisement for a new scheme once, they will be promoted through stickers on employees’ vehicles,” sources added.

“A senior official in Delhi has dispatched copies of the stickers and asked all general managers concerned to distribute them in their offices,” they said.

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Lohani had also recently directed the management to work out a new strategy. This strategy will help to promote the brand as several people were unaware about newly launched schemes.

“A special committee, comprising the Air India management, was then formed. It informed the CMD that despite placing several advertisements in the media, the target customers were still not aware of various initiatives and still have a bad image of Air India. The airline has already placed an order with its advertising agency to print 8,500 stickers of their latest ad and asked departments within the administration to monitor compliance through “surprise checks” said one source.