IndiGo, on Monday said it has taken its tough Cookie Campaign to the next level by sending across appreciation to 5000 doctors and nurses from over 630 towns across the country for their selfless service during the pandemic.
IndiGo Ties-up With Brands
Collaborating with brands such as Barilla, Brewhouse, Cars24, Dettol, Ibis, and Loacker, IndiGo has sent out hampers, comprising of goodies and vouchers along with the heartfelt notes, to the frontline workers nominated by people on the airlines social platforms.
William Boulter, Chief Commercial Officer, IndiGo said, “We were overwhelmed to receive so many nominations through our Tough Cookie campaign for our medical frontline workers, who stood by the nation in the most difficult times. We all are in awe of our tireless health-workers all over the country and this is just a small honest gesture for us to demonstrate our support and gratitude for their indispensable efforts.”
‘Tough Cookie’ campaign
The ‘Tough Cookie’ campaign was conceptualised and initiated in early July 2020 to thank the medical frontline workers who were constantly putting themselves at risk to save lives and contribute in our battle against COVID-19.
IndiGo with its partner brands like Barilla, Brewhouse, Cars24, Dettol, Ibis, and Loacker also ran an extensive online-offline integrated campaign for this initiative on various touchpoints – social media, website, PR and on-ground activations.
Through this integrated campaign, the airline has been able to reach over 10 million people across digital platforms to acknowledge the resilience of frontline workers. Till date, over 12,000 Tough Cookies have flown onboard as part of this campaign.
The airline recently said that in-line with its commitment to provide support to the nation in the current scenario, it had transported a total 5,785 kg of shipments from SII and Bharat Bio-tech – vaccine vials equating to 21.60 lacs doses – between January 12, 2021 and January 19, 2021.
The shipments were moved from Hyderabad, Mumbai, Pune to 16 locations across the country including, Vijayawada, Guwahati, Patna, Odisha, Raipur, Bhopal, Thiruvananthapuram, Indore, Imphal, Agartala, Chandigarh and Udaipur via 21 IndiGo flights.