India (Commonwealth Union)_ Air India unveiled an innovative rebranding initiative, accompanied by a fresh aircraft livery, as part of its strategic efforts to modernize its fleet through an unprecedented procurement of 470 new aircraft in a multi-billion-dollar transaction. The airline, under the ownership of the Tata Group, introduced its novel logo, ‘The Vista,’ which, as the company articulated, encapsulates the spirit of a dynamic contemporary India, marking a momentous juncture in its transformative journey named Vihaan.AI.
Drawing inspiration from the peak of a gold window frame, ‘The Vista’ emblem symbolizes boundless prospects, forward-thinking ideology, and the airline’s bold and renewed perspective. The visual transformation will be observable by the conclusion of December this year, coinciding with the integration of Air India’s inaugural Airbus A350 into its aircraft roster. The revamped design and livery incorporate a rich palette featuring deep red, aubergine, and accents of gold, in addition to a motif influenced by the chakra.
According to Campbell Wilson, the CEO of Air India, the rejuvenated brand identity mirrors the company’s aspirations to transform into a world-class carrier catering to global patrons, thereby symbolizing an emerging India that stands with pride on the international stage. Wilson further emphasized that the new incarnation of Air India conveys not only boldness, confidence, and vibrancy but also retains the warmth and deep-rootedness in the cultural heritage and customs that have elevated Indian hospitality to a global benchmark of service excellence. He underscored that while the iconic ‘Maharaja’ figure, central to Air India’s identity, would persist, it would be infused with refreshed hues to complement its appearance.
In a monumental $70 billion accord, Air India has formalized procurement agreements for a total of 470 novel aircraft from industry giants Airbus and Boeing. The scheduled deliveries are slated to commence in November. The pivotal agreement was consummated in June this year during the prestigious Paris Air Show. The extensive acquisition entails a diversity of aircraft models, comprising 34 A350-1000, six A350-900, 20 Boeing 787 Dreamliners, 10 Boeing 777X widebody aircraft, 140 Airbus A320neo, 70 Airbus A321neo, and 190 Boeing 737MAX narrowbody aircraft.
N Chandrasekaran, Chairman of Tata Sons, affirmed that Air India is more than a mere business venture, reflecting upon the airline as a fervent passion and a national mission. He underscored the company’s commitment to enhancing its fleet substantially within the next 9-12 months through cutting-edge technology. According to CEO Wilson, the modernized emblem and aircraft livery serve as a visual testament to the ongoing transformation within Air India. The airline’s fleet is currently undergoing a comprehensive makeover, with the acquisition and leasing of 20 widebody aircraft in the current year. Further strategic endeavors encompass an extensive $400 million initiative aimed at completely revamping the interiors of the legacy fleet’s 43 widebody aircraft, set to be initiated in the middle of 2024.
In line with its comprehensive transformation, Air India is ushering in a range of changes encompassing a redesigned website and mobile application, guaranteeing an enhanced digital interface equipped with novel tools and features. Additionally, the airline is making substantial investments to establish entirely new lounges at the Delhi and New York JFK airports. Notably, Air India has significantly expanded its workforce by recruiting over 5,000 new employees, including 3,200 cabin crew members and close to 1,000 cockpit crew members. This surge in resources aligns with Air India’s overarching five-year transformational roadmap under the banner of Vihaan.AI, as it endeavors to ascend to the echelons of a premier global airline.
