Air India's new ad targets IndiGo customers

Air India is stepping up its advertising campaign to lure customers from LCCs like IndiGo. Saturday, Air India put up an advertisement on a wall panel right behind IndiGo’s check-in counters at Mumbai airport with a message — “Next time fly with Air India and feel the difference.” The billboard does not name any rival airline but the strategic placement says it all. IndiGo has about 40% market share, more than double of Air India’s 14.8%. “We are trying to project Air India for what it is — the real comfort level, the warmth, good leg space, great food and extra baggage space,” said Air India chairperson Ashwani Lohani. This is not the first time an airline has used such a strategy. However, such aggressive marketing is a first for Air India. <br/>