Award: CAMPAIGN AWARDS \ C31. Reputation and Issues Management

India’s largest airline, Indigo, recorded 49% market share in April 2019, after the Jet Airways was grounded due to poor corporate governance. The airline was committed to boost economic growth and social cohesion in India. But multiple reports of dissonance between the two key promoters of the airlines over its governance shook shareholder, consumer, and employee trust. Serious concerned were raised on the airline’s strategic growth plans, which negatively impacted stock price and market capitalisation. The ‘IndiGo Flying High Despite Cockpit Battle’ campaign used public relations, digital and analyst relations with focus on positive business news, announcements, interviews, and stories consistently to reinforce its commitment towards growth and expansion. The campaign led to a 60% growth in positive conversations over the last year, an increase of 29% in ticket sales, 19% in passenger traffic and 38.87% in net profit. And impact of promoter conflict on shareholder sentiment fell by 70%.