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Sambhar Mafia - Cooked To Kill!

Friday, April 15, 2005

DUMBO JET

DUMBO JET Posted by Hello


Ad’s like these have sprung up all over Singapore. Jet Airways is starting its direct flights to Mumbai from today (April 15). The reason why Jet decided to advertise in bus shelters in residential areas seems quite strange. Apart from telling the world that their fleet is young and their service is upmarket, Jet decided to use the words SMART and INTELLIGENT extensively in this campaign. I don’t know how Smart and Intelligent fit in the scheme of things. I’m also trying to find out the agency who did this campaign. Hence I decided to name this post as Dumbo Jet.
Conditions Apply
It is quite normal to see an asterix and the words Conditions Apply to be prominently displayed in most of the ads and promotions. However Jet chose to put an asterix mark near the departure time and put "conditions apply". I guess they might have not got permission for the time slot. What other Conditions can apply to the departure time?

3 Comments:

  • I found the Advertisement inappropriate - especially to advertise for an International flight, that too in a place which is home to one of world's best airline.I like JET Airways for the way they do things.Their fleet is young and their service is exceptional (In comparison to other domestic operators).Like you say, words like SMART and INTELLIGENT could have been avoided. The picture is misleading too. JET would be flying the B737-800/900 series on BOM-SIN sector - Compare it with B777-300 operated by Singapore Airlines.Huh! Waiting to see how it is going to be like flying JET on international skies. In India, Network is the AD agency for JET.

    By Blogger Thayirsaadham, at 10:41 AM  

  • I fully agree with Ganesh. As Indian cos go international they should learn to understand the local culture and advertise accordingly. What is successful in India need not be successful in APAC

    By Blogger Venky Krishnamoorthy, at 11:15 AM  

  • As you guys rightly said, this place is the home for one of the world's best airline. That means, any new entrant has to play all sorts of gimmicks to get into the market.

    I believe that's what JET is doing. Advertising in an Indian way, may distract people here rather than a traditional Singaporean way, which others do normally.

    By Blogger Ram.C, at 11:54 AM  

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