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Ashwini Phadnis

New Delhi , Oct. 28

IN a reaffirmation of faith in the domestic market and to further tap the growing potential for international air travellers, Kuwait Airways (KA) has launched its maiden electronic media campaign in India.

The airline has just started airing two advertising campaigns of 10 and 20 seconds duration on a leading domestic television channel.

"India is a key market for the airline and the airline felt that this was a good time to reach out to the heart of the travel market directly," the airlines Manager Sales and Marketing (Passenger), Indian Subcontinent, Mr Pran S. Dasan, told Business Line.

The advertising campaign highlights not only the complete experience that the passenger will have on the aircraft but also indicates the extensive network to which the airline flies.

India is an important market for the airline in which it has seen growth of about 10-12 per cent. "The Indian market is growing at an astounding rate. In fact, the market in the South is growing much faster than other parts of the country," airline officials said. Besides, there is a large expatriate Indian population in Kuwait, said to number 400,000, and is also a huge market for the airline to tap.

The airline operates 25 services weekly from India and offers a daily service from Delhi and Mumbai, apart from offering four flights a week from Chennai and Thiruvananthapuram. Apart from operating three-times-a-week from Kochi, the airline also offers connections from Kuwait to various parts of the globe.

However, Kuwait Airways is not the only Gulf-based airline to begin advertising on television in the recent past. The Dubai-based airlines, Emirates, and the state-owned Air India (AI) have also recently started advertising on television to woo passengers.

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