CRISIS

MANAGEMENT
IF INDIGO AIRLINES CRISIS WAS HANDLED BY
SYMBIOSIS PR TEAM
ABOUT THE CAMPAIGN
TIMELINE OF THE CRISIS
TOOLS CONTENT
STRATEGIES
CONCLUSION
 ABOUT THE COMPANY
In 2006, InterGlobe Enterprises' Rahul Bhatia and Rakesh Gangwal launched the airline as a private business.
It received its first plane in July 2006 and started functioning the following month. In 2012, the airline
overtook Jet Airways as the largest Indian carrier by traveler market share. In November of 2015, the firm
went public.

IndiGo is a low-cost Indian airline company in Gurgaon, Haryana, India. With a 59.24 percent
domestic share of the market as of August 2020, it is India's largest airline in terms of passenger
traffic and fleet capacity.

IndiGo offers over 1,500 daily flights to 87 locations, 63 in India and 24 internationally, as of March 2020.
Its headquarters are in Delhi, with regional offices in many places. After five years of operation, IndiGo
was granted a license to conduct international flights in January 2011. On September 1, 2011, IndiGo began
its first overseas trip between New Delhi and Dubai.
 CRISIS TIMELINE

1 2 3 4
Verbal Exchange Incident documented Different accounts by sparking indignation
between passenger by a worker different people on social networking
ans staff sites.

5 6 7
Indigo apologizes to President Aditya Gosh Reference in various
the world and fires the meets Minister of Civil debates mocking its
staff Aviation performance
 TOOLS

SOCIAL MEDIA
PRESS RELEASE
COMMUNITY RELATION
ALTERNATIVE CAMPAIGN

 STRATEGY 1

A video post will be released with the hashtag

#Indigovaluesyourpresence where the entire
incident will be shown but instead of the Indigo
employee shooting, it will be him helping and
sorting the problem out. Strategizing in such a
manner where we will be apologizing and
rectifying the mistake at the same time. By this,
we hope to regain the trust of our customers.

 STRATEGY 2

There is will be a small line on the boarding pass

saying "we are sorry :( we value your presence"
This is for Indigo to show that they've taken full
responsibility and that they care about their
passengers.
It will also demonstrate their apologies for any
difficulty caused and how much they regret it.
 We are sorry,
STRATEGY 2 We value your presence!
 STRATEGY 3
Press release
A press release will be issued by indigo that
they are deeply sorry for what occurred, that it
is unacceptable.
Also that their staff were blatantly
inappropriate, didn't follow laid down
procedures, and that they have fired both the
employee who has manhandled the customer
and the employee who shot the video without
actually stopping the mishap.
 STRATEGY 4
ALTERNATE CAMPAIGN
Indigo will be signing KAPIL DEV as the
brand ambassador for the new campaign
i.e. #Indigovaluesyourpresence. . He will
act as a spokesperson for the brand. This
will take the eyes away from the issue.
His credibility will help the brand to boost
its social media, get more eyeballs, and
spread positive messages
 CONCLUSION

Every airline has its way of dealing with a critical situation. They have their procedures, strategies,
and order of action. Through this crisis management report, we tried to find alternative ways in
which can handle the case in a better way without causing further harm to the company's image
while taking care of customer satisfaction.
There can be many ways to secure the company's vision. Still, the foremost should be owning up to
their mistake by releasing a video post with a hashtag showing that the company is apologizing to
the customer for the disrespect shown, printing a new boarding pass to communicate with the
passengers to make them feel important.
Using different Public Relations tools helps develop more accessible crisis management strategies
making the company run its course smoothly.
 WORK DIVISION
Athira Susan James - Worked on the presentation's creatives as well as an alternate
campaign to recruit Kapil Dev as a new brand ambassador for Indigo.
Darshana Hedaoo- Worked on the social media tool's flow and how the identical
occurrence might be replicated in a good light and contributed ideas for the
presentation.
Sadhvi Reddy - Worked on the community relations tool of including an apology line on
the boarding pass and the press release. Contributed ideas for the presentation.
Muskaan Bhardwaj - Worked on the background and research of the crises, which
contributed to building a foundation for the presentation and contributed ideas for the
presentation.
K T Vijaya Chandana - Worked on the overall execution of the ppt, concluded the ppt,
and contributed ideas for the presentation.
THANK YOU
Athira Susan James_21050341010
Darshana Hedaoo_21050341017
KT VIjaya Chandana_21050341020
Muskan Bhardwaj_21050341028
Peddy Sadhvi Reddy_21050341033