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Sambhar Mafia - Cooked To Kill!

Thursday, May 05, 2005

Dumbo Jet Part II

To read Dumbo Jet Part I please click here

Jet Airways continues the sloppy advertising to promote its new Singapore – Mumbai service. In the ad below Jet says it is “Efficient, Punctual & Dependable”. I have not seen airlines advertising under the plank of Punctuality. IMHO Punctuality is a pre-requisite for an airline and they can’t harp on this to attract customers. This is not the domestic market to compare with Indian Airlines and Air Sahara and drive home the point that Jet is punctual. It is high time that Jet changes its ad agency before its all-important services to UK and US are launched.

DUMBO JET PART II Posted by Hello


  • They are so used to the concept of delayed flight departures, that they are talking about punctuality in a noted manner.

    BTW... I couldn't see the picture... any bug???

    By Blogger Ram.C, at 6:58 AM  

  • Now I clicked it and saw the picture..

    noticed reflection of "upper serangoon road" "punggol road" signs in the picture...


    By Blogger Ram.C, at 6:59 AM  

  • Hey - see it in an entirely different perspective.If the Ad says “Efficient, Punctual & Dependable” about the New India..(Forget the airline for the moment!)..may be its nice. isn't it?

    By Blogger Thayirsaadham, at 10:22 AM  

  • Mafia, any idea the cheapest fair to Singapore-Chennai?

    By Blogger Maran, at 10:25 AM  

  • I do agree with you.
    Puntuality is a prereq for choosing airline not a luxury to opt for.

    By Anonymous Angelsera, at 12:24 PM  

  • @Ram,
    These pictures were taken in the night and hence you see the reflection from the traffic directions nearby

    If they r referring to India, well & good. But they are promoting themselves. Hence it may not be good.

    SIN - MAA: SriLankan Airlines is normally the cheapest. Air Sahara and Jet are launching KUL - MAA flights in May. They might come up with attractive introductory fares.

    Thanks for dropping by.

    By Blogger Kaps, at 1:17 PM  

  • Oh yes, puntuality is a pre-requisite ... if only the airlines knew what it meant.

    One of my friends flight was delayed by 12 hours in Singapore and by 3 hours at the transit location.

    If Jet Airways can gaurantee me the puntuality that the other airlines cannot ... I definitely dont mind the ad.

    By Blogger G3, at 2:29 PM  

  • Sambar Mafia was/is a club in IIMB. Is that an inspiration? I don't see any acknowledgements though.

    By Anonymous Anonymous, at 5:55 PM  

  • Hi Anonymous,

    My inspiration is the "Sambhar Mafia" club in IIMB. My apologies for not acknowledging publicly. Since I was an active member of Sambhar Mafia during my IIMB days, I decided to use the same name.

    By Blogger Kaps, at 6:06 PM  

  • Well, as a matter of fact, earlier
    Air India/ Indian Airlines which ever- was the only carrier available, it was a noted fact that it could never be puncutal....It was a world wide accepted fact in the Airlines industry.....Then came all the other airlines. Now, its time for new privatisation of air space or something like this and these guys ahve been given permission to carry people across countries....

    Probably they are trying to change the perception probably....trying to shed off an image tagged on by previous saggy government airlines attitude.

    Too optimisitic am I?

    By Blogger P-H-A-N-T-O-M, at 11:31 PM  

  • Phantom,
    Thanx 4 dropping by. Jet should advertise like this only if they are competing with homegrown airlines likes Indian Airlines, Air India and Air Sahara. However if they are launching services to India, they are going to compete with Singapore Airlines, Malaysian Airlines, Thai Airways & Srilankan Airlines. Hence the punctuality plank may not work in wooing passengers away from the other established international airlines.

    By Blogger Kaps, at 12:04 AM  

  • Airlines is undergoing a boom in India now. I am sure we will some improvement in the system as well the way airports itself are kept in India.

    By Anonymous Coffee Maker, at 12:09 AM  

  • "Punctual" - a very good catchy word in india. :)

    By Blogger JaganLee, at 6:56 AM  

  • Hi Kaps,
    Though Phantom has mentioned it briefly, I just thought will add in my 2 cents worth about the Jet advertisement campaign. I guess that at a time they are entering the international market, they are looking to get into it with a step-by-step approach - the first being to get market share from their nearest and the easiest-to-pick-off competitors - vis-a-vis the national Indian carriers.

    This approach I believe tallies with virtually every word that I have seen on these Jet Air ads all over Singapore - Punctual, Efficient, Dependable, Young, Dynamic. It's an advertising campaign that seems to almost completed targetted at their nearest competitor(s) (here you should remember that the 2 national airlines are their competitors on the domestic circuit as well, so in the big picture, they are their 2 biggest competitors).

    While, this is my take on their present 'targetted' ad campaign, I do take your fact that this can not (and should not) be a long term advertising approach. Its a sure way to fight for the basics against some, but to gain a bigger market share - this ain't the best approach.

    By Blogger Aye Kay, at 7:28 AM  

  • AyeKay,
    Thanx 4 dropping by. If this is just an entry strategy for Jet then its fine, but if they are gonna use it in future campaigns it is not gonna work out.

    Since they are better than the Indian national carrers in every aspect including price, Jet should not be targetting to lure customers away from IA / AI as that would happen naturally. It would have been better if thay had used something like World Class Service at an affordable price. Now that Air Sahara is launching soon, let's see how they perform.

    By Blogger Kaps, at 7:57 AM  

  • Hi Kaps,

    One thing you need to really need to keep in mind here is that IA and AI despite their amazingly low standards of service are always full - atleast I can that for the Singapore-Madras sector. So I think its a fair strategy (if this is their strategy infact, since all Im doing is making a guess) to target the borderline IA/AI customers away, consolidate this base and then push forward with the more difficult to convince customers.

    Another thing is that those being associated with India in the recent few years have heard of Jet and are more easily swayed (convinced is possibly a better word) - but the Singaporean public, and the possible 'regional' customers need to see a brand being built from scratch - what better way to do that than by getting hold of the 'easy' customers, ensure their happiness and then benefit from the free advertisement/endorsements they provide in a foreign country ;-)

    By Blogger Aye Kay, at 1:59 AM  

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