As part of its fresh image makeover plans, Tata Group-owned Air will work on its branding strategy, in which London-based brand and design consultancy firm Futurebrands will help the airline redraw a blueprint.
Futurebrands has experience working on rebranding of American Airlines and British luxury automobile brand Bentley and branding of the 2012 London Olympics. The consultancy will work to refurbish Maharaja‘s identity as it targets to become an airline of choice across the world, ET reported citing a person aware of the development.
Among multiple proposals under consideration in terms of strategies is creating a new mascot for the airline as there is a thought that the current one of Maharajah has become outdated. Air India is currently not using the Maharajah logo in its campaigns of new destination launches.
The logo was created by Bobby Kooka in 1946 when he was commercial director of the airline.
“No decision has been taken. There will be multiple rounds of discussions based on the consultant’s report, cost estimation, and positioning of new Air India that the group intends,” said the person cited above. “But there is definitely a requirement to refurbish the image in a modern world where it intends to compete with the likes of Emirates and Singapore Airlines.”
Air India did not respond to a query sent by ET on the same.
Recently, the Tata Group-owned airline issued a circular of over 40 pages, instructing grooming requirements for all its crew members, including asking men to put hair gel and mandated women to apply foundation and concealers matching the skin tone.
“For the male crew, black uniform jackets must be worn throughout the flight in all cabins. (During boarding, service and deplaning). Personal tie pins are not allowed. Crew can wear a tie without the tie pin if not issued. Only black calf-length socks without logos are to be worn with the uniform. Men must maintain neat short haircut with side parting (without volume),” its circular said.
