{"id":5812,"date":"2018-05-14T03:07:00","date_gmt":"2018-05-14T03:07:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=5812"},"modified":"2022-11-15T03:12:35","modified_gmt":"2022-11-15T03:12:35","slug":"airasia-brand-may-pay-the-price-for-promoters-political-messaging","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/airasia-brand-may-pay-the-price-for-promoters-political-messaging\/","title":{"rendered":"AirAsia brand may pay the price for promoter\u2019s \u2018political messaging\u2019"},"content":{"rendered":"\n<p>Tony Fernandes\u2019s apology may not undo the damage<\/p>\n\n<p>Written By ASHWINI PHADNIS<\/p>\n\n<div class=\"row\"><div class=\"col-sm-6\">\n<img decoding=\"async\" data-src=\"https:\/\/www.thirdeyesight.in\/wp-content\/uploads\/2022\/11\/Tony-Fernandes.jpg\" class=\"img-fluid lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\">\n<\/div>\n<div class=\"col-sm-6\">\n<p>AirAsia promoter Tony Fernandes\u2019s video message on his Facebook page apologising for his decision to do a campaign video in the run-up to the May 9 vote in Malaysia in favour of Prime Minister Najib Razak, who has since been ousted, has created a storm on the digital media.<br><br>\n\nRazak was defeated in the polls by the 92-year-old Mahathir Mohamad.<br><br>\n\nIn the latest video, posted on Sunday, Fernandes explained that he was under immense pressure, adding that it was not right (for him to side with one candidate) and that he will forever regret this decision.<br><br>\n\nIn the same video, he says that AirAsia had announced 120 extra flights at lower-than-usual prices especially for the election, which would have carried 26,000 people home to vote.<br><br>\n\n\u201cI knew it wouldn\u2019t be popular with the government, but I felt as an airline we had to serve the people,\u201d he said.<br><br>\n\nHowever, within 24 hours, the airline was summoned by the Malaysian Aviation Commission and told to cancel all those flights.<br><br><\/p>\n<\/div><\/div>\n\n<p>\n\nAirAsia X Chairman Rafidah Aziz acknowledged in a Facebook post that Fernandes had made a \u201cbad judgment\u201d when he tried to \u201cplease and placate\u201d Najib and the previous administration.<br><br>\n\nShe said Fernandes \u201cdid not have to go to that extent to placate\u201d the previous government. However, he did it because he needed to stop the administration from \u201ctightening the screws on where it would hurt most \u2014 AirAsia and AAX (AirAsiaX).\u201d<br><br>\n\nPolitical minefield<br><br>\n\nExperts from the marketing industry believe that Fernandes\u2019 experience also shows the importance of ensuring that brands do not openly side with any political affiliations.<br><br>\n\nDevangshu Dutta, Chief Executive, Third Eyesight, points out that no matter how top executives vote, most large businesses in diverse democracies are careful to maintain neutrality in their statements when it comes to political choices.<br><br>\n\n\u201cTony Fernandes made a very strong, visible and clear political statement \u2014 whether out of conscious choice or under compulsion, only he knows.\u201d<br><br>\n\nFernandes\u2019s decision to promote the former PM will likely have a fallout. Says Dutta, \u201cIn the short term, AirAsia may take a hit. Corrective PR action is already under way, with the apology Fernandes has issued.<br><br>\n\nHowever, whether that will be enough for customers, or more will be expected, remains to be seen.\u201d<br><br>\n\nDutta also feels that given the size of the airline today and its importance for travellers, \u201cI think AirAsia would recover in due course.\u201d<br><br>\n\nOthers agree and say that AirAsia\u2019s current problems were unlikely to affect its operations as the airline enjoys near-monopoly in Malaysia, but the going could get difficult if the new Malaysian government decides to start awarding routes to other airlines in Malaysia. Interestingly, it was Mahathir Mohammad who had given the licence for AirAsia to Fernandes for a nominal one ringgit in 2001.<br><br>\n\nHarish Bijoor, brand strategist and Founder, Harish Bijoor Consults Inc, adds that brands must be politically neutral basically because when you indulge in politics or political comments, there are two sets of constituencies \u2014 one which will support and one which will oppose the comments.<br><br>\n\n\u201cWhen there are two sets of constituencies, it is best not to irritate any of them. The personal expressions and views of business leaders must be kept personal,\u201d he points out.<br><br>\n\n\u2018Brands must be neutral\u2019<br><br>\n\nJagdeep Kapoor, Managing Director, Samsika Marketing and a 40-year veteran of the industry, says that brands must be neutral and that the only god whom the brand should serve is the customer.<br><br>\n\nAnother marketing guru, who did not want to be quoted as he is not allowed to talk to the media, said that it seems that Fernandes backed the wrong horse in the recently concluded elections in Malaysia and was now trying to retrieve the situation.\n\n<\/p>\n\n<p>Source: <a href=\"https:\/\/www.thehindubusinessline.com\/news\/airasia-brand-may-pay-the-price-for-promoters-political-messaging\/article23884899.ece\" target=\"_blank\" rel=\"noopener\">thehindubusinessline<\/a><\/p>\n\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>Tony Fernandes\u2019s apology may not undo the damage Written By ASHWINI PHADNIS AirAsia promoter Tony Fernandes\u2019s video message on his Facebook page apologising for his decision to do a campaign video in the run-up to the May 9 vote in Malaysia in favour of Prime Minister Najib Razak, who has since been ousted, has created [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-5812","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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