AirAsia tackles "cool" India

AIRASIA   ROUTES   INDIA   SOCIAL NETWORK   FACEBOOK   TWITTER

• AirAsia to launches six new routes to India
• Social networks will play vital marketing role
• Wants to position India as cool
  

Malaysia - Social networks will play an important marketing role for AirAsia as it looks to successfully tackle the India market by launching six new routes in the first quarter 2010.

"We want to position India as a cool and hip destination, and the social network initiatives are going so well as the right target market whom are also youths are well-receiving the messages," Kathleen Tan, regional head of commercial for AirAsia, said. 

AirAsia’s Facebook has 110,000 members while its Twitter account has 20,000 followers but both figures are dwarfed by the 30 million visitors visiting AirAsia's site every month.

The six new routes include Chennai, Bangalore, Hyderabad, Mumbai and New Dehli from Kuala Lumpur, and Chennai from Penang. 

Offline, the new routes are also being marketed through newspaper advertisements in Malaysia and India as well as other countries.

AirAsia has allocated nearly RM6 million for advertising and promoting of the six new routes. However, the bulk of the spend is unlikely to be placed online.

Carat currently handles the media buying business but a review is expected to happen soon. AirAsia's Tan said the company is looking to expand its advertising and promotion department with new hires.

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