Tarakash Josh! : A website for Youth!

Pankaj Bengani

Indian aerospace has been witnessing a total turn around in recent times. Lots of new airline companies have started their services and that has spiced up the competition among each other. But all these lead to the benefit of common man. He can now think of flying off to their destination, as many low cost carriers have commenced their services.

It is always a matter of demand and supply. On one hand airline companies cannot go beyond certain limit while reducing the fares, on the other hand their consumer base is not so strong as rail fares are still much cheaper then average lowest air ticket. These results into intensifying advertising war among airline companies to showcase their superiority over the rival.


Recently, Mumbaikars witnessed a very interesting advertising gimmick on a road side bill board. It all started with Jet airways campaign. After accusation of Air Sahara, Jet airways came up with its makeover. They have changed crew members’ dress code and redesigned their brand appearance. To advertise their makeover Jet airways put an advertisement on a bill board with a tag line – ‘We have changed!’

Now, it was Kingfisher's turn. After a couple of days people saw a new bill board placed just over the Jet's hoarding, with a very interesting tag-line- ‘We made them change.’ Anyone can figure out that they were targeting Jet Airways. It is no wonder that Vijay Mallya promoted Kingfisher Airlines as the only main stream airline which is emerging as a strong competitor to Jet airways. And this was observed as a perfect answer to Jet.

But this was not all. In couple of day’s time a new and comparatively small low cost airline "Go air" played a spoil sport with them. They put another hoarding just on top of the Kingfisher one with a Tag-line – ‘We haven't changed. We are still the smartest way to fly.’

So, all and all it was a part of game the airlines companies playing with each other. It may not put much impact on consumer's mind but it has created a wave of fun. At least it remained hot issue over media sphere.

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