Everyone Can Fly

We all remember our first air travel, the first time we saw the city like a bird, flew between the clouds, and reached our destination unbelievably quick. And for those who still have just an aspiration to fly someday, the latest digital film by AirAsia is reassuring you that you can fly too

One of the biggest low-cost air carriers in contemporary Indian market is AirAsia India. The Malay airline known for its inexpensive airfares in India and across a few major destinations abroad is changing the way an average Indian looks at an air journey.

The recent digital campaign by the brand brings the promise – ‘Now everyone can fly’ – to life. An extension to its campaign #FlyWithAirAsia, the latest film in the same campaign puts across the brand promise across social media channels.

In the beautifully written story, the ad depicts the aspirations of a child, who wishes to fly. The setting of the advert shows kids playing the popular game ‘Chidiya Ud’. The child is laughed at when he says he can fly; the innocent child feels so because he observes his uncle fly down from Delhi.

As the advert progresses, the child’s father consoles him and says that they can only say they can fly is they have an opportunity. Some years post this; the kid takes the whole family on an air trip, thanks to AirAsia and its inexpensive fares.

The campaign and its plot clearly aim at changing the perception of air travel among the common Indian. Catching the nerve of its Indian target audience, the campaign pegs on the common aspiration of taking an air trip.

Also, the campaign was rightly released on Republic Day, giving people a hope that their dreams could easily be realised. Conceptualised by Circus Elephants, the ad has already earned over 16 lakh hits on Facebook alone, nine lakh hits on YouTube. Also, the ad went trending on Twitter on the same day it was released.

The brief for the campaign was to highlight the fact that air travel is growing rapidly and is no more just a premium service. And though the setting of the ad film is not a new concept, it is a narrative that will strike the masses and make them believe that ‘everyone can fly’.

The very fact that the film highlighted the first air travel of the protagonist is impressive because most people vividly remember their first air travel experience. The affordable air travelling approach also hits the mindset of people who haven’t travelled by air yet; thereby expanding the brand’s potential reach.

However, we think that the script could have been more gripping with the same concept. The narrative is a little loose and becomes too predictable towards the end.