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.
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