IndiGo lets passengers taste and vote for their favourite buy-on-board sandwich

indigo_sandwichThis article is re-published with kind permission of “www.airlinetrends.com”.

In just a few years, low-cost carrier IndiGo has become India’s largest domestic carrier by securing nearly 30 percent of the local market.

IndiGo’s popularity with Indian passengers is based on its ‘no-frills chic’ approach towards flying. According to IndiGo President Aditya Ghosh, the airline’s philosophy is “to make travel as hassle-free as possible — low-cost but high quality — and that’s why we are popular both with budget travellers and high-level corporations.”

IndiGo has worked with agency Wieden + Kennedy building a new, cool airline brand from scratch. Besides quirky advertising, everything from the design of the safety instruction card and sickness bag, to the availability of a boarding ramp instead of a staircase, to the packaging of in-flight snacks were aimed at being more engaging.

For example, IndiGo’s triangular paid-for ‘Airwich’ boxes feature interesting stories and fun illustrations to offer passengers something to read when having their meal

IndiGo ‘Food Fight’

In another innovative effort to promote its buy-on-board offering, IndiGo and Wieden + Kennedy in late 2012 organized a food tasting in the sky, dubbed #IndiGoFoodFight.

Held on a single day on IndiGo flights across major routes, over 1,000 passengers were surprised with boxes of free food samples containing the contenders for the airline’s new buy-on-board menu. Passengers were asked to vote for their favourite, with the winner making it on-board as the “Passenger’s Choice.”

Or as the airline putsit more dramatically: “It’s the ultimate showdown at 35,000 feet. From the feather-weight division we have Lemon Chicken Sub vs Curried Chicken Sub vs Chicken Jhatka. And in the veggie-weights, introducing Veg Junglee vs Tomato-hummus vs Paneer-mushroom. May the best sandwich win!”

The Veg Junglee Sandwich and Curried Chicken Sub turned out to be the clear favourites among passengers and are now featured on the IndiGo menu. A video of the event can be found here and images here.

Airlinetrends.com

Raymond Kollau is founder of industry and consumer trends research agency airlinetrends.com, which monitors the global aviation industry for commercial innovations launched by airlines and airports in response to changing consumer behavior. Raymond is a frequent presenter at in-house trend sessions at airlines and airline suppliers around the globe, as well as at industry events such as the Aircraft Interiors Expo and Future Travel Experience.