Ad war in the sky: Air India and IndiGo finally call a truce | business-news | Hindustan Times
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Ad war in the sky: Air India and IndiGo finally call a truce

business Updated: Oct 05, 2016 11:34 IST
Tushar Srivastava

Air India, not known for aggressive customer acquisition, showed a different side when it indulged in an ad war with IndiGo.(Hindustan Times)

Air India and IndiGo have finally called a truce after taking potshots at each other over the past two weeks in an ad war at the Mumbai airport which had the aviation ministry worried, as it threatened to spill over into a battle between the two airlines.

The national carrier pulled down its advertisement boards at the Mumbai airport on Tuesday evening after which IndiGo followed suit. Sources said the truce was reached after IndiGo chief Aditya Ghosh spoke to Air India CMD Ashwani Lohani and it was mutually decided to remove the advertisement boards.

It was the flag carrier which initiated the latest ad war when it put boards at the Mumbai airport which said, “Wish you a comfortable flight. Next time fly with Air India and feel the difference.” IndiGo had responded saying, “Yes, Air India, there is a difference. Says the Government.” IndiGo referred to DGCA data which showed its on-time performance was best and customer complaints lowest.

AI had hit back with an ad created by a senior pilot which said, “How do some of our friends react when their passengers discover that we offer more leg space, hot meals and more luggage allowance?...With INDIGnation!”

Officials at the two airlines confirmed that the advertisements at the Mumbai airport had been removed.

“Like on the cricket pitch, a bit of an aggressive behaviour is always welcome. Carriers in the West are known to often indulge in ad wars,” said aviation expert Rajji Rai.