IndiGo battles an image crisis: Can airline navigate brand out of trouble?

As passenger ire continues to boil over, can the airline navigate its brand out of trouble?

Brands must learn to embrace insomnia in the age of digital media. Ask IndiGo, the low-cost airline has been on the firing line ever since November  7  when a national TV channel played the video in which at least two staff can be seen manhandling a passenger. It took barely a few seconds for the video to go viral and before the airline could put together its crisis kit, memes, spoofs and advertisements were hitting screens faster than a hurricane.

The airline has since apologised, explained its stand in a seven-page report to the government and dissected the video to