Malaysian Media Awards Winners Showcase

The Challenge
AirAsia truly living its business proposition of having ‘TheWidestNetwork’. However, AirAsia lacks awareness of the routes that it flies to in India especially amongst the Millennials. India has often been unfairly portrayed and perceived negatively. So, how do we get them (18-34yo) to pick India as their next travel destination?

Insight, Strategy and the Idea
Propriety research tool showed that 60% of those age 18-34 expects advertising to be entertaining. 6mil of them are two times more likely to visit the cinema than the general population. These movie buffs are also opened to different genres of film (Index: 136). The Indian film industry has a strong influence in Malaysia and other parts of the world as seen on TV, movies. With these insights, we tap onto the launch of the movie, Kabali starring Rajinikanth – SouthIndia’s most popular actor! We want to make people feel India through activations that ignite our senses by embedding India in the minds of Millennials and leveraging on the launch of Kabali.

Media Execution
The event was planned with activations that can trigger our 5 senses and showcased a 360⁰ Kollywood experience by mimicking the glitz and glamour of the Indian film industry. Thus, ‘FlyLikeaSuperstar’ red carpet movie premiere was launched in GSC, Pavilion. SIGHT – The cinema was converted into a red carpet walkway. TASTE & SCENT – Savour the flavours of India by serving a selection of Indian refreshments. SOUNDS – Guests were greeted by Indian performers adorned with traditional attires and silver jewelleries. Lastly, the activation TOUCHED the heart of guests and evoked the feelings of wanderlust to India.

Results and Effectiveness
• Achieved > RM270, 000 worth of PR value. • Gained media coverage from local TV channels worth > 1mil viewership. • 100% turnout at the Kabali premiere. • Achieved 300 postings through #AirAsiaKabali. • +8.6% seats to India sold based on YOY June 2016.