AirAsia India aims to highlight the benefits of being a NeuPass member by encouraging people to “#JointheFamily” through three 30-second films with stories that bring the joy of being part of a family to life. The integrated campaign will run across cinema, print, display, digital and social media platforms.
Among the perks the brand is looking to highlight are exclusive member discounts, free priority red carpet check-in, and baggage and boarding services. Additionally, there will be insured NeuCoins that can be redeemed across the Tata family of brands participating in the Tata Neu platform. The campaign was conceptualized by AirAsia India’s creative agency, Wunderman Thompson India, and was based on the idea that being part of a family is an enriching experience.
The first video in the #JointheFamily series is titled “Superhero”. Featuring a young boy who must enter a costume contest, the video then shows his family members searching for red clothes and accessories to dress him up as a superhero. It ends with the caption “Redeem each family member’s rewards now,” hinting at the benefits viewers can enjoy if they become NeuPass members.
The next episode in the series is “Fracture”, which shows a girl lying in bed, unable to move due to a fractured leg. However, that doesn’t stop her friends from coming over and decorating her room with fairy lights, throw pillows, and even bringing popcorn to watch a movie together. Similar to the previous film, it features the same “Redeem each family member’s rewards now” caption.
Featuring a boy seemingly dismayed by the small amount of money in his wallet, the latest cinematic commercial in the series is titled “Pocket Money”. As the video progresses, it shows her family members hiding money and coins in gifts they plan to give her, such as folders, books, and even food. .
Siddhartha Butalia, CMO of AirAsia India, said: “The NeuPass rewards program offers [the brand] the unique opportunity to redefine loyalty from the merchant and transactional nature of traditional loyalty programs where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction.”
Butalia explained that the campaign resonates with the essence of what it means to be part of a family – an understanding relationship, a sense of fulfillment and a truly rewarding experience.
Meanwhile, Priya Shivakumar, Senior National Creative Director at Wunderman Thompson India, said the agency sees the launch of this rewards program and the benefits of being an aviator with AirAsia India as an opportunity to “communicate human stories simple and engaging with a touch of humor that brings to life the fact that close friends and family are the ones [viewers] can always count on”.
“The campaign ties in perfectly with the idea of exchanging rewards with each family member, which was the idea we decided to come up with. By doing this, we not only elevated the conversation, but the also made it as personal and fulfilling as the rewards,” she explained.
Meanwhile, the airline has also strengthened its marketing team in Indonesia by appointing Boni Andika as Head of Brand Marketing in Indonesia. In a previous statement to INTERACTIVE-MARKETING, Andika said he was managing branding and marketing functions for the Asia Asia super app to market, specifically on the super everything’s current delivery business, in his new role. He said, “I want to connect consumers through a highly engaging brand experience that convinces them to consider our value offerings.”
Separately, AirAsia pushes its boundaries and grows from a simple airline to a super app. It has made waves in this segment in recent years by adding features like hotel reservations and food deliveries. In April, airasia Super App signed a five-year agreement with Google Cloud to promote a “co-innovation ecosystem”.
This includes developing technology talent, co-creating software tools for innovation, providing data-driven intelligence for MSMEs on the platform, and ensuring accessibility for users in cities and rural areas.
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