In the same way, Indigo has zoomed to the top of the airline industry by doing things a little differently.
1) They make it easy for the customers to reach them - using ramps instead of steps, they are easier to climb.
2) They have changed with the times - smoking has been banned in airlines since the 90's, but most airlines still continue with the 'no smoking' light, that is on throughout the flight. It really serves no purpose. Indigo has replaced those lights with 'switch off mobile' lights, which are turned on only during take off and landing.
3) They use every opportunity to make a sale, but are not 'in your face' about it - their Hello 6E magazine has a lot of cool stuff, that one gets tempted to buy from time to time. No useless magazines (adds to weight, and reduces fuel efficiency of the aircraft) that are full of ads targeting the rich people.
4) They know to have fun - the announcements are lively, and the flight attendants are definitely much more cheerful compared to other airlines.