This brand got 3 million views for an Instagram reel about a competitor brand
Last week marked a significant moment in Indian aviation history as Vistara took its final flight. With Tata’s decision to integrate Vistara into Air India, the news was everywhere. Headlines were all about Vistara’s legacy and what it brought to the skies during its tenure.
While most brands might shy away from acknowledging their competitors, IndiGo, the market leader in Indian aviation, surprised everyone with a move that was both bold and humane. Instead of ignoring the moment or rolling out a flashy campaign, IndiGo kept it simple and classy.
They shared a reel on Instagram—a short, raw video of a Vistara plane taking off, paired with the iconic “See You Again” song. No fancy edits, no over-the-top creative direction, just a heartfelt moment captured beautifully. The caption, simple yet poignant, added to the sentiment, making the reel resonate with millions. As of now, the post has over 3 million views, making it one of IndiGo’s most engaging social media posts.
This move stood out for two reasons:
Acknowledging a competitor's legacy: It’s rare to see brands openly recognizing their competition, let alone their promoter’s other venture. IndiGo broke that unspoken rule and instead focused on the human side of the story.
The power of simplicity: In an era where brands are obsessed with producing elaborate, high-budget campaigns for social media, this reel proved that sometimes, less is more. A heartfelt moment captured on video, with the right music and an honest caption, can do wonders.
It’s a reminder for all marketers that social media doesn’t always need to be about glossy campaigns or award-winning creatives. Sometimes, it’s the authenticity, rawness, and timeliness of a simple gesture that strikes a chord with people.
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