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IndiGo airlines: Budget Indian airline goes Broadway
IndiGo launches international operations with the world's first "runway musical"
Low-cost carrier IndiGo airlines, currently the only Indian airline making a profit, has released a television commercial (TVC) to promote the launch of its international operations connecting Mumbai and New Delhi with Bangkok, Kathmandu, Dubai, Muscat and Singapore.
Despite market instability, India's youngest airline has completed a successful first five years of domestic operations and set trends considered fresh for the Indian aviation industry.
These include the much-blogged-about cute hair-dos for airplane crew. And adverts like "Sleep with your wife tonight" which won IndiGo airlines an award at the world low-cost airlines Asia Pacific awards in 2010 in Singapore.
More on CNNGo: The IndiGo brand story
Patterned on a Broadway musical, IndiGo airline's latest TVC claims to be the first "runway musical" in the world.
The high-energy, one-minute television spot was made in Los Angeles by Steven Antin, director of the Christina Aguilera musical feature "Burlesque", and choreographed by Denise Faye of "Chicago" fame.
"Marketing propaganda just isn't IndiGo's style, which is why this film is such a great piece of entertainment," said Mohit Dhar Jayal, managing director at IndiGo's communications company Wieden + Kennedy, India.
Compared to the dismal state of every other commercial carrier in India, IndiGo feels like the "Glee" club.