1. CASE STUDY
AirAsia India
#AirAsiaInDilli

2. • To engage with the followers onTwitter and increase brand visibility
• To gain traction during Air Asia’s launch in Delhi.
• To make everyone in Delhi a part of this launch through #AirAsiaInDilli campaign.
OBJECTIVES

3. • Reach out to people in Delhi in an engaging way.
• To get maximum participation from the followers and also increase the base of
new followers.
• To get maximum exposure to the brand and launch activity.
CHALLENGES

4. • AirAsia India initiated the #AirAsiaInDilli campaign a day before the launch with a
post that revealed that the capital –New Delhi is the newest addition to their
expanding Indian family.
• On the day of the launch, while the first flights were taking off from Delhi, a
contest took off onTwitter.
• People were asked to share selfies showcasing their excited reaction to the fact
that AirAsia started their operations from Delhi.
• In this 5 hour contest, we received a tremendous response from fans all across
India.This overwhelming response was amplified with regular engagement.
EXECUTION

5. • #AirAsiaInDilli started trending nationally in the mere span of 15 minutes at number 8 and
jumped to number 2 over the duration of the contest.
RESULTS

6. RESULTS
671,229
impressions
200
contributors
400
new
followers
Over 1.5 K
responses
217,162
accounts

7. SNAPSHOTS

8. SNAPSHOTS
After the contest’s conclusion, AirAsia made a collage of some of the
entries and thanked the participants for the warm welcome to the capital –
Delhi.

9. Finally the campaign was concluded with an album on Facebook which
provided users little known facts about Delhi.
SNAPSHOTS