: Brand Saga: Redefining ‘old is gold’ the Air India way… #IndiaNEWS #Brand Saga While the first part of the Air India advertising journey dwelled into the carrier’s initial days of branding,

Brand Saga: Redefining ‘old is gold’ the Air India way… #IndiaNEWS #Brand Saga
While the first part of the Air India advertising journey dwelled into the carrier’s initial days of branding, the second part unravels the contemporary era of it’s marketing when it set out to face the challenge of being an ‘old brand’.

After romancing print as the primary medium of advertising for quite a while, Air India began scheduling advertisements on Television where the commercials focused on endorsing the premium luxury and high-end services that the company offered. Entering into the next decade, Air India embarked on an expedition to defeat the popular notion that it is aging. We take a look at how the Air India advertising journey donned new imagery to sustain itself and contribute to the Indian aviation industry just like the past decades.

Air India advertising journey

By 2011-12, there were various new additions in the aviation sector and competition was raging. By roping in a bunch of industry stalwarts from across sectors including brand honchos from Tata Services, Skoda Auto India, and Godrej Air India released a testimonial ad film that placed it ahead of its competition in terms of on-time flight take offs, fine dining, and premium entertainment facilities in-flight.

The age-old mascot Maharajah was given a makeover in 2015 wherein now the band was represented by a younger and cooler version of the iconic mascot.

In 2016, Air India stepped up its advertising tactics to lure in passengers from rival carriers like IndiGo.

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