The Maharaja to don new clothes

Mumbai: Air India’s (AI) closely guarded secret is out. As part of a rejuvenation strategy chalked out by the ministry of civil aviation to revitalise the airline’s flagging image, AI has got a new livery for the new aircraft that is due to take delivery of from April.
A Rs 400-crore budget has been earmarked, to be spent over two years, for refurbishing existing aircraft, upgrading lounges, interiors, upholstery and livery.
DMA, the design division of Aliagroup, a Mumbai-based branding specialist, was given the job, and the new look was tightly guarded. AI planned to make it public with appropriate ceremony, probably in April.
The most striking aspect is clearly the tail which used to carry AI’s name. Now the airlines’ Centaur symbol has been sprawled across it, in red and gold, leaping upwards and with a shadow to add to the sense of movement.
The most distinctive part of the old livery, the elegant jharokas or Mughal arches framing each window, are still there, but greatly reduced in size. Inside the plane, AI’s distinctive wallpaper, with Mughal miniature motifs is out, replaced by a neutral look that apparently better suits the computer controlled lighting changes that are supposed to help passengers on super long haul flights deal with the passage of time. There will also be changes of uniform, upholstery and every other aspect of the customer’s experience on the flight.
13/02/07 Vikram Doctor & Cuckoo Paul/Economic Times

To Read the News in full at Source, Click the Headline

Categories: air india feb 2007, New feb 2007