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Video: The new edgy IndiGo TV advertisement directed by Steven Antin – Bangalore Aviation

Video: The new edgy IndiGo TV advertisement directed by Steven Antin

India’s leading low fare carrier and second largest domestic carrier IndiGo has launched a new TV commercial patterned after a Broadway muscial.

Called the world’s first Runway Musical the fast-paced theatrical uses extreme choreography to represent the operational excellence required to make flights run on time.

The ad was produced in Los Angeles, California, under the direction of Steven Antin, director of the Christina Aguilera musical feature ‘Burlesque’ and choreographed by Denise Faye of ‘Chicago’ fame.

This is the second TV ad from IndiGo’s advertising agency Wieden + Kennedy. Their first ad for IndiGo, released in 2010, also had a Broadway theatrical touch to it, but was more focussed on the domestic market, while the new one, has a more international flair to try and promote IndiGo’s newly launched international services. The new ad also features the new dark blue IndiGo cabin crew uniform which passengers and crew alike have found to be drab and boring compared to the earlier uniform of light blue and white.

What are your thoughts on the ads? Post a comment and participate in the discussion.

About Devesh Agarwal

A electronics and automotive product management, marketing and branding expert, he was awarded a silver medal at the Lockheed Martin innovation competition 2010. He is ranked 6th on Mashable's list of aviation pros on Twitter and in addition to Bangalore Aviation, he has contributed to leading publications like Aviation Week, Conde Nast Traveller India, The Economic Times, and The Mint (a Wall Street Journal content partner). He remains a frequent flier and shares the good, the bad, and the ugly about the Indian aviation industry without fear or favour.

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