By Staff Correspondent
Air India, the Tata Group-owned national carrier, has embarked on a sweeping transformation of its brand, representing a fresh, confident vision of India’s potential on the international stage. The unveiling event marked a key milestone in the airline’s ambitious Vihaan.AI strategy, aligning its operational metamorphosis with a visual revitalisation.
The airline’s new look features a golden window frame that embodies a ‘Window of Possibilities’, with a new logo known as ‘The Vista’ signifying progressiveness and limitless horizons. The refreshed livery design incorporates deep red, aubergine, and gold highlights, converging a modern aesthetic with traditional Indian symbols, like the chakra-inspired pattern. An innovative custom-made ‘Air India Sans’ font adds a touch of premium accessibility to the visual overhaul, designed in collaboration with global brand transformation firm, FutureBrand.
Campbell Wilson, CEO & MD of Air India, celebrated the newly forged identity, describing it as “bold, confident, and vibrant” yet still deeply rooted in India’s rich history and famed hospitality.
But beyond visual changes, the airline has confirmed extensive financial commitments. Historic purchase agreements with Airbus and Boeing, totalling $70 billion for 470 aircraft, demonstrate Air India’s readiness to assert itself as the leading choice for travel to and within India.
Furthermore, a $400 million initiative to completely overhaul the interiors of 43 widebody aircraft is set to commence in mid-2024. This will see brand-new seats in every cabin, new inflight entertainment systems, and Wi-Fi connectivity. By the end of 2026, an entirely new long-haul fleet is expected to be operational.
The digital experience for customers is also being enhanced, with a redesigned website and mobile app launched and plans for a new multilingual customer contact centre and a revitalised loyalty programme underway.
Air India’s massive transformation also involves the recruitment of over 5,000 new staff, including 3,200 cabin crew and nearly 1,000 cockpit crew, and investments in one of the world’s largest aviation training academies in India.
After 69 years as a government-owned enterprise, the Tata Group took the helm in January 2022, guiding Air India through its ambitious five-year transformation plan. This sees the airline revitalising its long-grounded fleet, boosting technology and customer care, and aiming to establish itself as a world-class carrier.
The timing of the rebranding is crucial, as the airline navigates the competitive landscape of international aviation, where establishing a distinct and appealing identity is vital to success. With an extensive international route network and membership in the Star Alliance consortium, Air India’s overhaul might prove to be the defining moment that positions the airline as a significant global player.
