Air India Rebranding Highlights: Maharaja Mascot ‘lives on’, demise ‘exaggerated’, says CEO Wilson

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A phased launch of the new Air India website, mobile app, loyalty program, and refitted interiors will take place as part of the rebranding. The entirely new long-haul fleet will be flying by end of 2026, said Air India.

Tata Sons' Chairman N Chandrasekaran said that they have placed one of the largest aircraft orders and it will take some time for the news planes to arrive. In the meanwhile, the current fleet requires a lot of work and the company is refurbishing the same to bring them to acceptable levels.

Air India is navigating through a major five-year transformation roadmap under the Vihaan.AI, with an ambition to become a world class airline. The first phase of this transformation, the taxi phase was recently concluded, and focused on fixing the basics. These included bringing back to service many long grounded aircraft, addition of talent across flying and ground functions, rapid upgradation of technology and strengthening of customer care initiatives, said the airline in its statement today.

The airline is investing in building completely new lounges at Delhi and New York JFK airports, having recently announced a global lounge network expansion, achieving a 100 per cent lounge access coverage for premium customers at all destinations in its international route network.

Air India has launched a new website and mobile app, offering a significantly improved web experience with new digital tools and features.

The carrier will also launch a new ‘open all hours, every day’ customer contact centre in nine Indian and foreign languages by the end of this year, as well as a completely redesigned loyalty program in early 2024.

The transformation of Air India’s fleet has begun with the airline leasing and buying 20 widebody aircraft this year. A $400 million programme to completely refurbish the interiors of its legacy fleet of 43 widebody aircraft commences mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight Wi-Fi internet connectivity. 

By March 2024, 33 per cent of the airline’s widebody fleet will be upgraded, and over the next two-and-a-half years, its entire long-haul fleet will be reborn, said Air India's in its statement.

“Colours, patterns, shapes and how they come together and what they represent matter, but our actions speak so much louder. We are in the midst of a total transformation to reimagine the role of India’s flagship airline”, said CEO Wilson.

Air India is making significant investments throughout the guest experience to elevate its service and to strengthening its position as the preferred airline for travellers flying to, from, and within India, he added.

The new look reimagines the iconic Indian window shape, historically used by Air India, into a gold window frame that becomes central to the new brand design system - symbolising a ‘Window of Possibilities’.

Air India’s new logo symbol - ‘The Vista’ - is inspired by the peak of the gold window frame, signifying limitless possibilities, progressiveness, and the airline’s bold, confident outlook for the future.

Campbell Wilson, Air India CEO & MD, said: “Our transformative new brand reflects an ambition to make Air India a world class airline serving guests from around the globe, and that represents a new India proudly on the global stage. The new Air India is bold, confident, and vibrant, but also warm and deeply rooted to its rich history and traditions that make Indian hospitality a global benchmark for standards in service.”

Air India has confirmed historic purchase agreements to acquire 470 aircraft from Airbus and Boeing at US$70 billion (based on published list prices), with deliveries of the new aircraft starting November this year.

Air India CEO Campbell Wilson said that the airline's iconic Maharaja Mascot continues to live, adding that the rumors of his 'demise' have been exaggerated. ‘’Maharaja is an important part of Air India and we very much wanted to continue it with India's diaspora,'' said CEO Wilson

Air India’s brand-new aircraft livery and design features a palette of deep red, aubergine, and gold highlights, as well as a chakra-inspired pattern. It also boasts a striking new custom-made ‘Air India Sans’ font, marrying confidence with warmth to position Air India as premium, inclusive, and accessible.

Travellers will begin to see the new logo throughout their journey starting December 2023, when Air India’s first Airbus A350 enters the fleet in the new livery.

Air India in the midst of total transformation, says CEO Campbell Wilson. 

Every element of new logo is inspired from India's culture and signature patterns of Air India's identity. The colours and patterns in new brand identity signifies confidence and progress as part of rebranding.

‘’Flag-bearer of a soaring nation'': Air India's unveils new logo at rebranding event. Tata Sons' Chairman N Chandrasekaran says the logo represents the airline' bold vision of the its future.

This journey requires enormous amount of work. It requires work on technology, fleet, maintenance, ground handling, operations and more. During the last 12 months, we have put together a strong team. We are focusing on upgrading all Human Resource aspect

The peak of golden window in the new logo signifies limitless possibilities, said N Chandrasekaran. We have been at work during the last 15 months on this journey. ‘’Our vision is to make this airline world-class in terms of modernity, safety, technologically advanced, exceptional in terms of customer service and asn experience that Air India used to be known for,'' he said

‘’Air India is not just another business for us. It is a passion. A national mission. Our aim and job a truly world-class and iconic airline that every Indian will be proud of. We are fully committed, all-in on this journey until we make this happen, sooner,'' he said.

Tata's N Chandrasekaran unveils new brand identity. Red and purple colours become part of new logo.

The red and white colors have been Air India's colour and purple is derived from Vistara Airline. Vistara is likely to get integrate with Air India as both are part of the Tata Group.

Air India rebranding event begins at New Delhi. Airline to announce on cabin interiors, compensation for pilots, cabin crew, among others.

Tata Sons and Air India Chairman N Chandrasekaran attends Air India rebranding event in New Delhi

The rebranding comes after Chief Executive Officer (CEO) Campbell Wilson had announced earlier that the airline was poised to introduce several new services as part of the rebranding journey.

The rebranding of Air India will take place in the presence of Tata Group's top brass. As per the FE report, the current logo of the carrier-- a red swan with a distinctive orange Konark Chakra, is expected to make way for livery housing a three-colour combination — red, white, and purple — as a sign of change.

Air India is also expected to announce new compensation packages for its pilots and cabin crew. According to media reports, a new rostering system which, as per Wilson would increase "transparency, fairness, equity, roster stability, protection of golden offs five-day offs on birthday and wedding anniversary and reduce fatigue," will also be introduced soon.

The lovable Maharaja mascot, having a potbellied, curling moustache, aquiline nose, and striped turban will reportedly be present in the premium classes of Air India, and at the airport lounges, according to media reports.

Tata-backed Air India will undergo a rebranding on August 10. The airline is preparing to change its colours and emblem.