Vistara’s Brand Building Takes Flight One Story At A Time

Vistara's maiden flight had kids from Salaam Baalak trust as its first flyers, which has now been captured into a film demonstrating the brand promise of 'Fly the new feeling'


Vistara’s maiden flight took off on a memorable note – both for the newly launched airline and for a bunch of kids from the Salaam Baalak trust. Vistara, which is a joint venture airline from Tata Group and Singapore Airlines, wrote a new chapter in the history of Tata Group that has been looking to re-enter the airline business in India ever since the last six decades.

The much awaited first flight Delhi-Mumbai on January 9 2015, that was announced last December, took off from Delhi’s Indira Gandhi International Airport not just marking Vistara’s new journey but also the dreams of 12 kids from the Salaam Baalak trust.

For the children of the Salaam Baalak trust – a non-profit and non-governmental organization that provides support to street children of Delhi and Mumbai, this was a dream come true. The joy of flying for the first time came true with Vistara’s flight UK890 taking off on the 9th of January with 12 of these kids as their first flyers.

The kids aged between 7 and 12 years were boarded first following other passengers and their absolute joy of flying for the first time has been captured in a two-minute film titled, “When little feet found their wings with Vistara #FlyTheNewFeeling.” Their tiny eyes with big dreams and even greater joy of seeing one of it fulfilled has made for a very special video worth watching:

Conceptualised by Vistara’s digital agency Ogilvy, the campaign has managed to create a connect around the brand promise – #FlyTheNewFeeling. Told through the joyous experiences of children taking their first flight, the brand has started building its image one story at a time. And all of it is being promoted on the digital front powered by Vistara’s Facebook and Twitter pages that have been actively sharing brand stories since August last year.

Read also: “#FlyTheNewFeeling: Twitter Tells How Tata’s Vistara Took To The Skies Today“.

Beginning with sharing the airline’s logo and what it meant, the social media properties of Vistara continued the excitement by sharing cabin crew uniforms and a look of the newly arrived aircraft and the cabin. Throughout the content updates on social media, consumers were acquainted with the airline’s brand promise – #FlyTheNewFeeling.

Early on, buzz was created around 12 kids from Salaam Baalak being able to give wings to their dreams of flying via Vistara. The brand invited fans to cheer for the kids as they take their first flight ever, by using the hashtag #FlyTheNewFeeling. On the day of the flight, Vistara’s Facebook and Twitter pages shared regular updates on the most memorable flight ever.

Flying the new feeling on social

When a long-cherished dream for the Tata group to establish a world-class full service airline in India comes true, it is imperative for the brand to make it a special one, especially after having crossed many hurdles along the way. However, entering in turbulent times in the Indian aviation space did not mean a lesser launch for Vistara. The airline made it a memorable one by having the kids from Salaam Baalak as their first flyers. In fact, it has also helped the brand describe the joyous experiences of a first time flyer!

Parallely, building brand stories one little update at a time took off on social media right after the launch. Ever since, content shared on its Facebook and Twitter pages is inviting, and reflective of the brand promise – #FlyTheNewFeeling. Vistara has indeed leveraged the reach of social media as a positive brand building exercise. The happy eyes of the children say it all!