Mullen Lintas conceptualizes new campaign for Vistara featuring Deepika Padukone

Mumbai: Marking the completion of 3 glorious years of Vistara, a joint-venture between Tata Sons and Singapore Airlines, Mullen Lintas has conceptualized an ad campaign titled ‘Flying – it just feels new again’, featuring Vistara’s brand ambassador, Deepika Padukone.

The first Vistara flight took to the sky on January 9, 2015, and the airline has achieved exponential growth within just three years. The airline has grown its operations to 22 destinations with over 700 flights a week, with a fleet of 17 Airbus A320 aircraft, flying more than 7.5 million happy customers.

In this short span of time, Vistara has won multiple accolades: The ‘Best Airline (Domestic) 2017’ by the readers of a luxury travel magazine, Travel + Leisure India & South Asia, Most Outstanding Airline – Premium Economy & Economy by Travel & Hospitality magazine, Brand of the year 2017 by World Consulting & Research Corporation and more. Despite being a relatively new player, it has managed to create a special space for itself in the Indian aviation industry.

The agency was assigned with the task of capturing the superior travel experience of flying on Vistara and also to re-interpret and deliver on the brand’s thought of “Fly the new feeling”.

Virat Tandon, CEO – Mullen Lintas, said “Flying on the domestic sector was not an experience one looked forward to. But, Vistara has changed all that with an experience that is so refreshing. Once you have flown Vistara you always look forward to your next Vistara flight. The new campaign just tries to capture the feeling when you fly on Vistara – quite uplifting.“

Vistara is built on a strong value proposition of a superior flying experience. The airline offers gourmet food, personalized intuitive service, and the best-in-class rewards program, Club Vistara. One of the airline’s unique features is the ‘Premium Economy’ segment that offers great food and additional space. Everything at Vistara is planned and designed keeping the flyer at the centre.

Sanjiv Kapoor, Chief Strategy & Commercial Officer – Vistara, said “Deepika was our first and only choice as our Brand Ambassador. She embodies everything we want to convey about Vistara: that we are classy, charming, stylish yet down to earth. International yet Indian, highly pedigreed but keen to make our own mark in our own way, making our parents proud in the process. And the connection was instant and mutual. Deepika herself stated at the time that if there was one airline she would like to be associated with, it was Vistara. The magic and chemistry between the brand & Deepika were evident to all.”

Talking about the latest ad, Deepika Padukone, an international superstar and brand ambassador for Vistara, said “Vistara is undoubtedly the finest airline we have in the country today, and I am delighted to be their brand ambassador. Our latest campaign is very refreshing, and shooting for it was a lot of fun! Vistara is a fine representation of two of world’s most reputed organizations, Tata and Singapore Airlines, and I truly believe that it is poised to become a trend-setting global brand.”

The integrated campaign is spread across television, print, online and outdoor.