Case Study
Singapore Airlines - Establishing preference as a premium airline in India market
Challenge
Despite its marquee status in Asia and internationally, the brand was not perceived at the same pedestal, with fierce competition from Southeast Asian carriers.
Approach
- The program focused on establishing a robust media profile, spanning product, commercial, marketing and industry narrative aspects, such as increase in flight frequencies, code sharing agreements to highlight global connectivity, new aircraft purchases, to capture mind space amongst business travelers.
- Organised dedicated media tours for the Indian aviation journalists to Singapore to get upfront with the airline’s global leadership, to highlight its commitment to the Asian market, helping further strengthen relationships with the media.
- On the consumer side, invited food critiques from broadcast media such as NDTV Good Food and lifestyle magazines to travel onboard and review the airline cuisine offered by the airline, apart from driving visibility around on-ground promotions the airline did with hotel chains and Singapore Tourism Board.
Result
The communications program helped capture significant mind space for Singapore Airlines, differentiating it from other southeast carriers such as Cathay, Thai and others. It emerged as one of the frequently profiled carrier, helping in uptake on passenger loads, with the program drawing applause from the country manager and its commercial team in India.
Other Projects
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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