Air India Rebranding: A Strategic Shift or A Missed Mark?
strategy
Krishna M
•
December 11, 2023

The recent rebranding of Air India has stirred the waters of the aviation industry, garnering mixed reactions from all corners. I've closely observed the diverse viewpoints that have emerged. Here, I'm shedding light on those and sharing my personal view.

‍

Since its unveiling, the new logo and colour scheme have elicited mixed reactions. Critics compare the new logo unfavourably with those of other major airlines like Singapore Airlines and Emirates, suggesting a loss of Air India's unique identity. Notably,Harsh Tekriwal, a planespotter known as 'Avgeekwithlens', expressed his disappointment in the new livery and logo, although he found the cabin upgrades impressive. The rebranding has ignited debates on various platforms, with some seeing it as a failure and others as a step in the right direction.

‍

I view this rebranding as a bold and necessary strategic move. The fresh colours and the message in Air India's official video echo a vision of limitless possibilities. This bold change, blended with Air India's profound legacy, marks a significant step in the airline's transformation. In my opinion, the new look is part of a larger effort to modernize the brand, enhance customer experience, and adopt rapid technology, which is crucial for regaining lost trust.

‍

Reflecting on a 2018 flight from Mumbai to Delhi, the experience was a microcosm of Air India's then challenges. With a non-functional entertainment system and a stuck seat recliner, it highlighted the airline's need for modernization and attention to customer experience. This flight, while a small part of my journey, mirrored the larger narrative of Air India's evolution and the crucial need for its recent transformative rebranding.

‍

Air India's journey from a pioneering Asian airline in the 1960s, boasting the first-ever Boeing 707 in Asia, to its decline due to technological adaptation and customer experience stagnation is a classic case study. Once an inspiration for Singapore Airlines, Air India gradually fell behind due to outdated cabins, unhygienic conditions, and a lag in adopting new technology.

‍

‍

The rebranding signifies more than just aesthetic changes; it's part of a broader transformation encompassing fleet upgrades, improved passenger experiences, and service enhancements. Air India's Boeing 787 Dreamliner and other fleet upgrades, combined with the revamped frequent flyer program and a focus on luxury travel, point towards a promising future.

‍

I firmly believe Air India's rebranding is pivotal in its history. It's a blend of respecting its past while paving the way for a future filled with innovation and top-notch customer experiences. As the aviation industry evolves, Air India's adaptation to these changes will be crucial for its revival as a leading global airline.