The New 'Indian' Airlines

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Case Details:

Case Code : MKTG123
Case Length : 19 Pages
Period : 2002 - 2005
Pub Date : 2006
Teaching Note : Not Available
Organization : Indian Airlines Ltd.
Industry : Airline
Countries : India

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"We're sending out a strong signal that we're ready to take on private airlines. We can do it."¹

- Praful Patel, Minister of Civil Aviation, Government of India, in 2006.

"It marks the beginning of a new era in Indian Airlines."²

- Sushma Chawla, Chairperson and Managing Director, Indian Airlines Limited, Commenting on the Company's Re-branding Strategy in 2005.

A Mere Cosmetic Change?

On December 7, 2005, a brand new A-319 aircraft adorned with a new 'Indian' look joined the Indian Airlines Limited's (IA) fleet in New Delhi. IA, the state-owned airline company in India became 'Indian' on December 7, 2005.³

The new brand name was accompanied by a new logo, a partly visible blue wheel on an orange background (Refer Exhibit I and II for old and new logos of IA).

The blue wheel of the logo was a graphic representation of the wheel of the Sun Temple at Konark⁴ which represented "timeless motion, convergence and divergence."

Explaining the significance of the wheel in the new logo, Praful Patel (Patel), Minister for Civil Aviation, Government of India (GoI) said, "The wheel symbolises timeless motion and trust that has stood the test of time."⁵

Commenting on the new IA logo, Ajit Shah, executive director at R K Swamy BBDO, the advertising agency which created the new logo, said, "It signifies motion and represents the Indian image perfectly."⁶

The 'new look' aircraft was one of the four A-319 aircraft that the company had leased from Airbus Industrie (Airbus) during 2005. IA was to acquire another 43 new aircraft from Airbus, as per a deal struck in 2005.

Said Patel, "The new aircraft signals a new era for Indian Airlines and the airlines would induct one new plane every month from the latter half of 2006."⁷

The New 'Indian' Airlines - Next Page>>

1] "Indian Airlines trims fat," www.asianpacificpost.com, January 5, 2006.

2] "Indian Airlines takes off on a new journey," www.deccanherald.com, December 26, 2005.

3] 'Indian' was the new brand name adopted by IA. The name of the company remained Indian Airlines Limited.

4] The Sun Temple situated at Konark, Orissa, is an architectural masterpiece, built in 1278 AD. It was conceived of as a chariot of the Sun God.

5] "Indian Airlines takes a new name and logo," www.hindu.com, December 8, 2005.

6] Prerna Raturi, "Here comes the sun," Business Standard, January 24, 2006.

7] "Indian Airlines takes a new name and logo," www.hindu.com, December 8, 2005.