OF PRIDE, PRUDENCE, PANACHE

Brand Air India created for itself the identity of an airline of high repute, offering the experience of a palace in the sky really. Harish Bijoor, brand guru & founder, Harish Bijoor Consults discusses Air India’s brand journey

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On its identity over the years… The brand built for itself a very distinct image that was all Indian. This was not a hollow jingoistic effort; instead, it was all about showcasing the differentiation that India offered with pride and distinction.

The brand established for itself the reputation of being different. Legendary Indian hospitality was offered and showcased. This was done by the combined effort of in-flight experience and advertising. And Air India was the talk of those who traveled.

The airline seeded as a thought and piece of the initial action in 1932 by JRD Tata, had really come to fly high in the reputation market for airline brands. And then came the decline — standards fell, discounted tickets became the norm, and the brand lost its allure.

In the most recent decades, the brand has been through its worst years yet. Communication became basic and functional, and the in-flight experience was often criticised to be below par.