Air India

Turning a national institution, into a national inspiration

Challenge

Air India has been the pride of the nation since its inception by JRD Tata in 1932. The company was nationalised in 1953, and recently bought back by the Tata group after 70 years of state ownership. The ambition? redefine the essence of a world-class airline with a distinctively Indian touch, setting a new standard for excellence. To bring Air India back to the forefront of global travel. 

Approach

The brand experience has been redefined to reflect quintessential Indian hospitality through every stage of the customer journey. FutureBrand also devised a set of stakeholder behaviours that help shape employee culture amongst the vast Air India workforce both around the globe and within the country.

Outcome

The rebrand signals change. It announces Air India’s return to the global stage, allowing travellers everywhere to reconsider the airline for global travel as well as to India as a destination.