IndiGo Airlines Brand Crisis: Assault on Passenger Goes Viral

Abstract

IndiGo Airlines, India’s largest domestic airlines, faced a serious backlash from customers when a video showing its staff manhandling a passenger went viral. The brand crisis gathered momentum as it was amplified across social media with customers expressing outrage and taking potshots at the Airline. IndiGo tried to control the damage by apologising and by sharing their version of the incident. Was their response adequate and was the timing right? How is the IndiGo brand likely to be impacted, and what steps can the Airline take to minimise damage to their brand? How can brands minimise damage in times of crisis, particularly in the context of social media?