“I’ll write a case study one day on how airlines can build good relationship with PR"

Founded in 2022 and headquartered in Mumbai, Akasa Air, a brand under SNV Aviation, is celebrating its second anniversary in August 2024. Since its launch in 2022, this Indian low-cost airline has swiftly expanded its operations, now boasting a fleet of 24 aircraft and servicing 22 domestic and five international destinations. With its rapid growth, Akasa Air continues to make a significant impact in the competitive airline industry.

During a recent roundtable conference, Belson Coutinho, Co-founder, CMO & CXO of Akasa Air, highlighted the airline’s commitment to enhancing the consumer experience and its dedication to corporate social responsibility (CSR) and sustainability.

Coutinho emphasized on Akasa Air’s dedication to sustainability with several initiatives such as use of non-bleached paper towels and tissues on board, as well as serving meals with degradable packaging and cutlery. These measures reflect the airline’s commitment to eco-friendly practices and responsible operation. The airline’s unique initiatives, such as specially curated meals for festivals and the introduction of sneakers in the uniform for its crew members, reflect its focus on innovation and customer comfort.

Akasa Air has collaborated with several NGOs, reinforcing its CSR efforts. Among the airline’s various new features, some standouts include:

Pets on Akasa: Allowing passengers to travel with their pets.

SkyScore by Akasa: updates on match scores of major sporting events throughout the year

SkyBeats by Akasa: distinctive in-flight music takes the onboard experience to new heights.

SkyLights: innovatively using the lightning features of the Boeing Sky Interior

Cafe Akasa: Inclusive menu with an array of 45+ meal options catering to varied palates

Akasa Holidays: Offering curated holiday packages.

The airline also emphasizes on the use of AI to enhance customer experience. As Belson Coutinho noted, “AI can be used to accelerate the customer experience, particularly in areas like refund processing and customer service through AI-led chatbot technologies.” Akasa Air has automated its refund process, ensuring real-time processing to reduce consumer anxiety over refunds. The airline also partners with airports like Bangalore Airport to assist passengers with reduced mobility.

When discussing Akasa Air’s PR and marketing strategies, Coutinho stressed on the importance of transparency and active engagement. “We leverage a lot of PR, and typically, in my experience, airlines have only used PR and media for crises and for reactive conversation. I can tell you for sure the team here has this culture of being very transparent and building a very open relationship. That’s a big piece, and it has worked very well for us. I tell the team it’s a case study that I’ll write one day on how an airline can build a good relationship with PR professionals, not just as press release dissemination or countering an article, but as a proactive tool for building open relationships,” he explained.

Akasa Air’s marketing strategy is deeply rooted in digital-first initiatives, leveraging PR and social media to build transparent and open relationships with consumers. Coutinho emphasized the airline’s high engagement rate across digital platforms, which surpasses that of many other brands. “Our digital capability, leveraging social platforms, is massive for us,” he added. Akasa Air also runs need-based and always-on campaigns through digital platforms, focusing on performance marketing and cross-communication of its products.

In the evolving landscape of customer experience, Akasa Air continues to invest in both technology and the “softer side” of its operations, ensuring a warm, respectful, and inclusive environment for all passengers. As Coutinho explained, “Anyone can replicate planes or technology, but replicating a culture of customer centricity and warmth is far more challenging. That is what sets Akasa Air apart.”

Akasa Air remains dedicated to its long-term vision, with a strong emphasis on both technological advancements and the human touch in delivering exceptional customer experiences.

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