After all the sugary sweet ads of airlines - which all look exactly the same with a pretty airhostess putting an already calm looking customer to bed - here's one that definitely catches attention, and gives a very clear, focussed message - no ambiguity, 'on time'.

Indigo airlines has been in the news for some time for being on time. And without trying to be very clever, here they talk about exactly that. But taking it all a bit further, they tell us what it takes to be on time for an airline with their kind of operations. Things we ignore like staff getting up on time! And they also extend it to the far reaching implications of getting people where they need to be on time - a stronger economy. Hmm - interesting stretch, but a fair one I think!

What I also like is the move away from meaningless softer propositions - we smile, we love you and other baseless and generic messages. Here, they have solid ground to stand on, and the ad breathes a certain no-nonsense confidence and pride that inspires faith.

The one thing I found fascinating was that all Indigo employees in the ad - chefs, hostesses, ground staff and pilots - look terrific. The customers however all look nerdy and boring looking :) I wonder why!