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Air India, which is owned by the Tata Group, wants to completely change itself while keeping a bit of its history, said top officials as the airline presented its modern new brand identity on Thursday.
A few months after signing multibillion-dollar aircraft deals with Airbus and Boeing, the carrier changed its logo and colour scheme. Air India said that its new image, The Vista, was based on the top of a gold window frame. This is meant to show that there are no limits to what can be done and that the company is bold and optimistic about the future.
New India is looking to the future. At this point, we wanted something that shows what could happen. “That’s why the windows are the symbol,” said Prasoon Joshi, CEO of McCann Worldgroup India, the company in charge of Air India’s marketing and ads.
Mr. Joshi said that a brand is not made by one person alone, but by the people who use it.
Everyone in the country is cheering because they want Air India to be successful. All of these feelings led us to the conclusion that it should have a little bit of history and also look to the future,he said.
He made it clear that the Maharaja mascot is still a part of Air India: “It is important, which is why it was in his (Air India CEO’s) presentation.”
When asked about the talk about a possible Maharani mascot, he said, “I can’t say anything at the time. Just wait and see what happens.”
The new design and paint have touches of deep red, aubergine, and gold, as well as a pattern that looks like a chakra.
CEO Campbell Wilson of Air India has said that the new name is a total and full change for the airline.
It’s not just a matter of changing the name. It’s a big task. There are many parts that work together. But we are completely committed to making Air India better. He told reporters, “We’re putting in a lot of money, a lot of time, and a lot of passion.”
He also talked about the airline’s mascot. He said that the Maharaja would live on, and that people would still love it. But he is getting a new look. His look is being changed by adding purple and gold.”
When Air India’s first Airbus A350 joins its service at the end of December, passengers will be able to see the new logo.
Tasneem Ali, the person who made the new mark for Air India, said that they wanted to make something that is truly Indian and easy to recognise, but that also looks very modern and world-class.
When we were trying to re-imagine the brand, we looked at parts of the Air India brand world and thought of them in a new way. So, she said, we took the famous Air India window that has always been on the plane, on the outside and inside menu card, and rethought it.
Air India will also spend money on building additional lounges at Delhi and New York’s JFK airports. It will also get a new website and mobile app.
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