Jet Airways looks beyond Indian base

Hong Kong - Jet Airways has kickstarted its move to a premium international airline, unveiling its in-flight service and premium offerings to local press and travel agents.

A global campaign, featuring Bollywood celebrity Sharuk Khan, and local branding initiatives are set to roll out in October, aiming to strengthen the Indian company's image among the non-Indian community.

The branding project will be held as a joint campaign between the group and several travel agents like The Sunflower Travel Agent and the Indian tourism sector.

Kay Yew Koh, regional manager of Jet Airways for Hong Kong, Taiwan, Japan and Korea, said Jet Airways has gained a large amount of Cathay Pacific passengers since its launch in April this year.

"We want Jet Airways to be accepted by the locales, and we'll let them make the final judgment on our service compared to other airlines," he said.

While the campaign aims to promote Indian culture and tourism, the main objective of is to bring the Indian brand toward the non-Indian community. He added that Hong Kong locals are very brand conscious and enjoy premium brands.