Change of Appearance and Branding:
Tata Sons, the parent company of Air India, has introduced a new appearance and brand identity for the airline. This change includes a new logo and design, replacing the well-known mascot “Maharaja.” This move comes as part of Tata Group’s ongoing efforts to transform Air India since its acquisition more than a year ago.
Inspired by Tradition:
- The new brand design draws inspiration from Air India’s classic Indian window shape. The traditional window has been reimagined as a gold window frame, now becoming a central element of the airline’s fresh look. The redesigned logo, known as ‘The Vista,’ represents limitless possibilities, progressiveness, and a confident outlook for the airline’s future.
- Campbell Wilson, CEO and MD of Air India, describes the new Air India as bold, confident, and vibrant, while still maintaining a warm connection to its rich history and Indian hospitality traditions that are globally renowned for top-notch service.
- The iconic “Maharaja” mascot, a beloved symbol of Air India since 1946, will not be forgotten. While the new branding takes center stage, the Maharaja will still be a part of the airline’s journey, especially in local markets and with the Indian diaspora.
New Look, New Experiences:
Travellers can anticipate the new logo making its appearance in December 2023 as the first A350 aircraft enters the fleet with the updated design. Additionally, a new Air India website, mobile app, and loyalty program will be launched in phases. The airline is also gearing up to introduce an entirely new long-haul fleet by the end of 2026.
Tata Group’s Air India Takeover:
Tata Group gained control of Air India in January 2022. This year, Air India placed a significant order for 470 aircraft from Airbus and Boeing, valued at USD 70 billion. The delivery of these new planes is set to begin in November. To enhance its transformation, the airline is leasing and purchasing 20 wide-body aircraft this year. Moreover, a USD 400 million initiative to completely revamp the interiors of its legacy fleet of 43 widebody aircraft will kick off in the middle of the next year.