To survive in the competitive space of fast-paced markets, brands need to be smart and think outside the box. Every so often, they resort to a more aggressive form of marketing wherein comparisons with other brands are drawn. When things heat up, these playful nudges turn into cheeky blows as they start attacking their competition directly.
The now defunct airline companies of Kingfisher and Jet Airways that used to once dominate the Indian commercial airlines space had gotten into one such tussle.
Kingfisher took a dig at Jet Airways with a stunt that gave a whole new meaning to the term Ambush Marketing.
It all began with Jet Airways putting up a hoarding that read, “We’ve Changed.” in reference to their makeover in 2007. Kingfisher saw this as a perfect opportunity and put up a hoarding right above it that read, “We Made Them Change!!”.
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