IndiGo's "Print Ad' adds fuel to the fire, to the existing rivalry with SpiceJet!

The print advertisement is operated by InterGlobe Aviation Private Ltd., though they have not mentioned the SpiceJet name, but didn't even leave any doubt also. Under a sub-head in the advertisement, titled - "The best form of flattery', IndiGo claims its competitors had adapted its ideas, from our - ads, custom-shaped sandwich boxes, to our website. Even the airsickness bags haven't been spared, as per media reports.

Though, the advertisement rivalry between the two airlines is not something new. In 2007, Jet Airways (India) Ltd billboards proclaimed ' "We've changed'. Immediately, Kingfisher Airlines Ltd promptly erected its own hoardings with the message ' "We made them change'.

As per media reports, Anand Halve, Brand Consultant on the ad rivalry between the two airlines said, "It was a bad strategy to respond to a rival's ad. The fact that you acknowledge a competitor itself cues that may be you are feeling threatened." He is also the co- founder, Chlorophyll Brand and Communications Consultancy Pvt. Ltd, and visiting faculty member at the Indian Institute of Management (IIM), Ahmedabad.

Halve added, "The customer is not interested in `comparative presentations'... so this kind of point-by-point refutation is unlikely to even get read. And finally, the consumer is interested in hearing what's in it for him, not in listening to your whining!" he said. "This is not an ad, it is a rant by someone who is angry."