Anupam Mittal Praises Hongkong-Based International Airline's Campaign

In his recent social media post, Shaadi.com CEO Anupam Mittal opened up about the “powerful phenomenon” of advertising. In his LinkedIn post, he shared how when an ad is placed in the right setting, at the right time, it stops feeling like an interruption and starts feeling like a natural extension of our lives.

“Ever noticed how some ads speak directly to you, as if they’re part of your journey?” the Indian Shark Tank judge asked.

He elaborated by giving an example of the Hongkong based international airline, Cathay Pacific. Mittal was traveling through Mumbai’s Western Express Highway when he saw the billboard.

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Mittal elaborates his point

The pointers he shared from the ad campaign were:

1. It was strategically placed in high-traffic areas.

2. The ad subtly invited travelers to rethink their journeys.

3. Presented messages about their premium services at the right moment.

Mittal said the campaign engages you in real-time while you are on your journey, with personalized messages about the airline’s premium services.

You can read Anupam Mittal's post by clicking here.

Notably, Hong Kong-based Cathay Pacific is an international airline founded in 1946. A founding member of the Oneworld alliance, Cathay Pacific is presently the world's fifth-largest airline company that flies to over 190 destinations across Asia, Oceania, Europe, Africa, and North America.

“What really stands out is how Cathay Pacific utilized departing flights to highlight its own premium offerings, ensuring sharply targeted communication for flyers in transit,” Mittal remarked.

“Reminded me that the best ads aren’t just seen—they’re felt,” he added. 

The Shaadi.com CEO is popular among netizens for regularly sharing his viewpoints on life, business, and several topics on social media. Incidentally, he shared a post recently on how brands are fast learning to coexist in the changing marketplace. 

Sharing a collab advertisement between Zepto and Shaadi.com, Anupam Mittal remarked brands are no longer just products or services but are becoming conversation starters for people. 

He explained, “Today, brands are what your customers are saying about you which shifts the role to entertaining, engaging, and then educating.”

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