TruJet
TruJet, a regional airline, wanted to make air travel accessible to the growing Indian middle class — a segment that often chose trains or buses over planes. The brand needed to reimagine its communication to connect emotionally with first-time flyers while highlighting its affordability and reach.
Year
2019
Client
TruJet Airlines
Services
Brand Campaign
Project goals
Challenge
Air travel was still seen as aspirational.
Our task was to position TruJet as the bridge between dreams and destinations — without losing the credibility of a modern airline. The communication had to be simple, relatable, and instantly understandable across languages and regions.
Strategy
We built the brand narrative around “Truly” — a single, ownable word that stood for authenticity, reliability, and accessibility.
This became the base for a modular campaign system using hashtags like:
#TrulyAffordable – Flights that fit in your wallet.
#TrulyAvailable – Airfares at train rates.
#TruDestinations – Routes that matter most.
#TruUpdates – Real-time communication.
#TruOffers – Everyday value made visible.
Each theme simplified a complex travel story into a relatable human truth — flight made easy, approachable, and friendly.
result
Creative Approach
The visual system reflected clarity and confidence.
Minimal, bold compositions for high visibility.
Airport & outdoor OOH that connected at the right travel touchpoints.
Digital platforms redesigned for ease — from flight search to route maps.
A color system built from TruJet’s identity — clean blues and greens, signaling trust and accessibility.
The creative language stayed consistent across billboards, digital media, and UI — making the #Truly campaign both scalable and recognizable.
Impact
30% increase in brand recall within the target segment.
Significant surge in website engagement post-launch.
Expansion of new flyers — especially tier-2 city routes.
A brand that became synonymous with affordable regional air travel.
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