Selling Time

While we grew up, we were taught to be punctual, to wake up early and do things on time. Time matters to us. When someone tells us that they care for our time, we feel special. We feel respected. Time has always been valued.

Businesses understand this very well too.For example look at filling stations, & how much fast service is appreciated. Or even ATMs that churn out cash when & where you want it. The dry-cleaner who gives the fastest service while maintaining quality is king. Fast food chains rock, serving record number of customers per day. All of this happens quick, and customer needs are met almost immediately. We love it when our trains & flights are on time.  

So its clear, a service/product saving time for us is always is appreciated & preferred.

INDIGO

The lost cost airline segment is booming in India. This segment has brought in affordable flying for the people. So, an airline trying to stand-out in this domain, cannot just offer the cheap fares. The whole segment offers the cheapest fares. While one airline pushes the fact that they offer hot-indian-meals on board, Indigo has hit the nail right. Indigo vouches & takes pride in the fact that, they offer on-time performances. And this message does break the clutter from other low cost airlines. This TVC exactly tells us that - On time is actually a wonderful thing. Great concept & superb execution. Check out for the air-hostesses moving on the conveyor belt shot!

TATA PHOTON PLUS

Like most other domains, internet service providers all have the same message. We have seen people flying - swoosh through sheets of paper in office, super-hero tactics to video gaming like actions. Okay we get it, your internet speed is the fastest. Tata Photon Plus, I believe takes a step further from the usual approach of speed. They are talking about the after effect of speed. The message is - Get Speed, Get Time. How true! The TVC shows people finishing work early because of faster speeds. And they find more time to be with family & friends. The focus here is on people's time, which is beautiful. No fast downloads, no video data plans. The message is amazingly simple & builds a connection.

Selling Time is tough, because it is on the simplest commodities out there. Package it well & be honest, and yes you can sell time.