By the time the 2016 Diwali season kicked in, Vistara was much more than a young entrant in Indian Civil Aviation Industry. A great year gone past, millions of satisfied flyers and the trust factor was increasing in the consumers’ hearts. Suggesting a campaign which is intriguing and engaging and carries forward the highly successful Hamaari Pehli Diwali campaign done for them a year back was a challenging task.
While all people celebrate their Pehli Diwali and push the second one into the dark, we concluded that for Vistara the Doosri Diwali was even more special. The past year had seen destinations being added, aircraft being added, happy customers had increased to 3 million. This journey was documented in socail posts that made the first phase of the Doosri Diwali campaign.
The second phase was an activation that allowed us to celebrate with all our flyers as one and journey to their homes in the form of a rangoli stencil in the shape of the Vistara star. If we look back to our childhood, apart from the delectable food and crackers, the next best thing reminiscent of Diwali is Rangoli. We all agree that there was always a little sniff of competition from the neighbourhood on whose Rangoli is created better.
We distributed the Vistara Star as a stencil to all the flyers asking them to use it to design the Rangoli, polish it with some creative toppings and then simply upload the picture with a comment on social media platforms.
With the increasing digital population of India, this idea clicked and we participation. Our flyers loved the rangoli stencil, in fact there were a lot of consumers who designed the Vistara Star without even using the stencil. Such is the love for Vistara!
A total of 1K+ entries came in from the three platforms. The hashtag #HamaariDoosriDiwali generated 25M conversations combined on the three platforms.
Vistara stood tall to its legacy and delivered yet another successful experiential campaign.