AirAsia India has launched a campaign called “#JoinTheFamily” to promote the benefits of its Tata Neu NeuPass rewards program. The campaign, which Wunderman Thompson India conceptualized, includes three films based on the idea that being a family member is a pleasant experience.
‘superhero,’ the first film, depicts a mother preparing her son for school. When she opens her son’s calendar, she notices a message from the instructor announcing a fancy dress competition. Because they are already late, the entire family, including the daughter, father, and grandma, searches for props to create a costume for the youngster. The film demonstrates how each member of the family may earn AirAsia rewards.
The second film, ‘fracture,’ depicts a woman who has a leg fracture. The protagonist is scrolling through her phone while lying in bed with her fractured leg. Her roommate notices this and decides to make her room more attractive. Each housemate contributes something to the broken women’s room, such as a television, soft pillows, and fairy lights, to make the space relaxing and delightful.
In the third film, ‘pocket money,’ a college student examines his wallet. He discovers that he has less money in his pocket. When his father sees his son with less money, he conceals a message in a file, his grandma puts money in an envelope for him and some ladoos in a mason jar, and his mother hides money in a novel she’s reading. The money hidden in the props is shared by all family members with the college lad, demonstrating how the son redeemed prizes from each family member.
“The NeuPass rewards program affords us the unique opportunity to redefine loyalty from the commoditized and transactional nature of traditional frequent flyer programs, where individuals are defined by numbers, to a seamless and fulfilling experience of recognition and reward in every interaction,” said Siddhartha Butalia, AirAsia India’s chief marketing officer. The ad captures what it means to be a part of a family: a mutual understanding, a sense of fulfillment, and a truly fulfilling experience.”
“We saw the launch of this unique rewards program and the wonderful benefits of becoming an Aviator with AirAsia India as an opportunity to communicate simple and endearing human stories with a touch of humor that brings alive the fact that close friends and family are the ones you can always count on,” Priya Shivakumar, senior national creative director, Wunderman Thompson, said. The campaign smoothly relates to redeeming incentives from each family member, which was the goal we set out to achieve. We not only raised the dialogue, but we also made it as personal and rewarding as the rewards by doing so.”
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