Air India rebranding Part 2: Navigating the complex terrain of legacy and innovation

Air India’s bold rebranding journey has been making waves. The rebranding effort is a delicate dance between preserving the legacy and embracing modernity, a balance that has caught the attention of passengers and industry experts alike. Air India’s new brand look has received mixed reactions from the public. Several factors have contributed to this varied response.

In this two-part series, Adgully weighs in on the airline’s makeover, sharing their insights on its strategic choices and potential impacts.

Also read:

Air India rebranding Part 1: The good, the bad and the ineffective

Piali Dasgupta, Senior Vice President - Marketing, Columbia Pacific Communities, notes that any creative work is always open to interpretations because it is highly subjective in nature. “Thanks to social media, everyone has an opinion on everything and is free to express it. In case of Air India, one has to understand that it is a legacy brand that was founded over 90 years ago and was owned by the Government of India for many years. The expectations from a storied brand like Air India will always be different from a new-age company. There are many emotions attached to the brand, and it has served generations. Being the oldest airline in the country, it evokes nostalgia of all sorts. When the new brand identity fails to live up to the expectations and creates an erosion of the nostalgia that the brand would earlier evoke, it leads to varied reactions. It is the age-old conflict between the new and the old. But it’s also about not living up to the expectations of a Tata brand,” she explains.

Mixed reactions to Air India's new brand look stem from emotional, psychological, perceptual, and communication-related factors, points out Vejay Anand, CEO, Ironhill India and branding expert. Rebranding, according to him, is inherently complex, and the diversity of public reactions is a natural outcome given the audience’s range of perspectives and preferences.

Anand lists out some potential reasons for the varied response as:

Sentimentality and emotional attachment with the old brand:Air India has a long history and strong emotional connections with the public. Many people might have sentimental attachments to the old brand, making it difficult to embrace a new identity immediately.
Lack of openness to change: Human psychology often leads to resistance when faced with change. People become accustomed to familiar visuals, and any departure from that familiarity can evoke discomfort or scepticism.
A sense of authenticity:Rebranding efforts can be met with scepticism if the public perceive them as superficial attempts to cover up more profound issues. The new branding might not be readily accepted if lingering negative perceptions of the airline's performance or past scandals exist.
Aesthetic preferences:Aesthetic preferences vary widely among individuals. What some may perceive as modern and appealing, others might find unappealing or unaligned with their taste.
The significance of symbols:People often associate meanings and interpretations with visual elements. If the symbolism behind the new logo or brand elements needs to be clarified or open to different interpretations, it can lead to mixed reactions.
Expectations Vs reality:When people hear about a rebranding, they might have certain expectations about the changes. If the changes align with these expectations, it can lead to satisfaction and clarity.
Diversity among audiences:Air India serves a diverse audience with varying backgrounds, preferences, and opinions. Creating a brand look that resonates equally with all audience segments is challenging.

Rohit Varma, Founder, Narrative, too, lists a number of factors that could be contributing to the varied response to the new brand look of Air India:

Change aversion: People are generally resistant to change, especially when it comes to something as familiar as an airline logo. The new Air India logo is a significant departure from the old logo, which has been in use for over 70 years. This change may be jarring for some people and take some time to get used to.

Personal preferences: People have different tastes and preferences when it comes to design. Some people may prefer the simplicity and elegance of the new logo, while others may prefer the traditional look of the old logo.

Expectations: Some people may have had high expectations for the new Air India logo. They may have been hoping for a logo that is more modern and stylish. The new logo may not have met their expectations.

Media coverage: The media coverage of the new Air India logo has been mixed. Some media outlets have praised the new logo, while others have criticised it. This media coverage may have influenced people's opinions of the new logo.

Ultimately, adds Varma, whether or not people like the new Air India logo is a matter of personal preference. However, the varied response to the new logo suggests that it is not universally loved or hated. It is likely that the new logo will continue to be a topic of discussion for some time to come, he adds.

Effective rebranding involves not only visual changes, but also a shift in the overall brand narrative. How well has Air India managed to convey their new narrative through their new design?

Piali Dasgupta says that she didn’t quite warm up to the narrative, especially the film released by the airline, which reinforces the stereotypes commonly ascribed to India. While insisting that her views are not coloured by all that she has read on social media, Dasgupta maintains, “If you watch the film released by the airline on August 11, you will see that it is set in a rural ambience, with elements of rural life in it. I have a problem with the intensely stereotypical agricultural image of India. It’s 2023, and India is one of the largest and fastest growing economies in the world. The whole world is looking at us. India is beyond its villages and rural life. It’s a vibrant, pulsating, technology-charged economy, competing with the superpowers of the world. Why must the same old stereotypes be reinforced, then? Isn’t this the typical white man gaze of India that one is so tired of? When you look at documentaries made on India by people in the West, they entirely choose to focus on our slums and the poverty, when India is so much beyond that. Similarly, if the airline says that the brand is now about “progressive, bold, confident outlook for the future”, why not use a narrative that projects the new India of possibilities to the world?”

On the other hand, Rohit Varma feels that it is still too early to say how well Air India has managed to convey their new narrative through their new design. According to him, the new brand has only been launched recently, and it will take time for people to get used to it and for the airline to implement the new brand across all touchpoints. However, he adds, the new design does seem to be a good start.

“The new logo is simple and elegant, and it is a clear departure from the old logo, which was seen as being outdated and cluttered. The new colour scheme is also more modern and stylish, and it is a good fit for the airline's new positioning as a premium global carrier. The new design also features a number of elements that are meant to evoke India's rich culture and heritage. For example, the new logo is inspired by the peak of the gold window frame, which is a classic design element of Air India's aircraft. The new livery also features a chakra-inspired pattern, which is a symbol of Indian spirituality and philosophy,” he explains.

Varma points out that these elements suggest that Air India is trying to convey a new narrative about itself as a modern, stylish, and yet still culturally rooted airline. Whether or not the airline is successful in this endeavour will depend on how well it is able to implement the new brand across all touchpoints and how well it is able to deliver on its promise of a premium travel experience, he adds.

With regard to the logo, Vejay Anand feels that the Maharaja is very endearing and has lent himself very well to various guest touchpoints and has been the most positive aspect of Air India. “As the company mulls its future route, ‘The Maharaja’ should remain a beloved companion, representing the rich tapestry of legacy and the promise of a voyage into the future. I would expect a modern Maharaja to continue domestically and internationally – an amalgamation of the past but more into the future,” he adds.

Crucial elements

What elements are crucial for a successful rebranding campaign? How does Air India’s effort measure up in this regard?

“The key elements of a successful rebranding are a strong brand proposition that did not exist earlier and would now help the brand gain customer love/ market share, an attractive and appealing brand identity that its present and future customers would resonate with, an effective brand narrative to back this identity and tell us a story which is authentic to the brand’s core ethos and its product or service, and finally a great media strategy to ensure the rebranding is communicated effectively, and widely across multiple audience touchpoints, Air India did a glitzy launch with the who’s who and the media in attendance; however, it failed in the first three areas,” explains Piali Dasgupta.

Based on his experience in marketing, Rohit Varma lists out some of the crucial elements for a successful rebranding campaign:

Clear objectives: What do you want to achieve with the rebranding? Do you want to change the public perception of the brand? Do you want to attract new customers? Do you want to increase brand awareness? Having clear objectives will help you to measure the success of the rebranding campaign.
Strong brand identity: The new brand must be clear, concise, and memorable. It should also be consistent across all touchpoints, from the logo and website to the employee uniforms and customer service.
Effective communication: The rebranding campaign must be communicated effectively to all stakeholders, including employees, customers, and investors. This communication should be clear, concise, and consistent with the new brand identity.
Time and patience: Rebranding is not a quick fix. It takes time for people to get used to the new brand. The rebranding campaign should be sustained over a period of time to ensure that it is successful.

According to Varma, Air India’s rebranding effort seems to have addressed some of these elements. “The new logo is clear, concise, and memorable. It is also consistent with the airline’s new positioning as a premium global carrier. The rebranding campaign has also been communicated effectively to stakeholders, including employees and customers. However, it is still too early to say whether Air India’s rebranding effort will be successful. The new brand must be implemented across all touchpoints and the airline must deliver on its promise of a premium travel experience. Only time will tell whether the rebranding will be successful in changing the public perception of the airline.”

According to Vejay Anand, some of the crucial elements for a successful rebranding campaign are:

Understand your audience, and analyse who you are trying to reach with your new brand. What are their needs and wants?
Define your brand identity. What do you want your brand to stand for? What are your core values?
Create a strong visual identity. Your logo, colours, and typography should all be consistent with your brand identity.
Communicate your rebrand effectively. Ensure your employees, customers, and partners know the changes.
Be consistent with your new brand. Once you've launched your rebrand, use it consistently across all channels.
According to him, Air India's rebranding effort measures up well in these regards.

“The airline has a clear understanding of its target audience, which is Indian travelers who are looking for a modern and international airline. The airline has also defined its brand identity as “a symbol of India’s rich history and culture”, reflected in the new logo and livery. The visual identity is solid and consistent, and the airline has communicated the rebrand effectively to its employees, customers, and partners,” he adds.

Balancing the transition

Rebranding can sometimes alienate existing customers while trying to attract new ones. It is important for brands to balance this delicate transition. That’s usually the trickiest part of any rebranding effort, points out Piali Dasgupta.

“The brand has stated that the iconic Maharaja was not being understood correctly by people in other nations. And yes, a lot has been written about the political incorrectness of the Maharaja in today’s times, most of which I agree with. However, for generations of people that grew up on the Maharaja and his famously twirled moustache, seeing it relegated to the cutlery was perhaps a tad heartbreaking. The Maharaja does not have to stand for royalty, and an undemocratic nation. It could simply stand for being treated like a king, which every customer aspires for. It's about how you treat the narrative, and repurpose it to suit the times that we live in. A lot of comments on social media do continue to be about the Maharaja,” Dasgupta adds.

She further says that the new identity doesn’t really offer a very compelling, fresh narrative that new customers would be hooked to, while also taking away the nostalgic appeal of some of its older identities, like the Konark Wheel, which were so proudly Indian.

Rebranding can be a delicate process, especially for a company with a long history like Air India, points out Rohit Varma. He stresses that the airline has to be careful not to alienate its existing customers while trying to attract new ones. According to Varma, here are some ways in which Air India has tried to balance this delicate transition:

Keeping the old logo as part of the new design: The new Air India logo is a clear departure from the old logo, but it still retains some of the same elements, such as the iconic gold peak. This helps to bridge the gap between the old and new brands and makes the transition more gradual for existing customers.
Using the new brand in a limited way at first: Air India has been gradually rolling out the new brand, starting with its website and social media channels. This allows the airline to test the waters and see how customers react to the new branding before making a full commitment.
Communicating the rebranding to customers in a clear and concise way: Air India has been communicating the rebranding to customers through its website, social media, and advertising. This communication has been clear and concise, and it has helped to explain to customers why the airline is rebranding and what the new brand stands for.
Listening to customer feedback: Air India has been listening to customer feedback on the new brand. This feedback has been positive overall, but there have also been some concerns raised. Air India has been taking this feedback into account and making adjustments to the new brand as needed.

Overall, Varma adds, Air India has been taking a cautious approach to its rebranding. The airline is trying to balance the need to attract new customers with the need to keep its existing customers happy. It is still too early to say whether the rebranding will be successful, but Air India is off to a good star.

The competitive landscape

The aviation industry is highly competitive. How does Air India’s new brand look position them against their competitors in terms of attracting passengers? Experts feel that a mere brand change won’t be suffice for the airline to compete with other airlines in a fiercely competitive market. It needs to improve on many aspects such as service, on-time performance, etc.

Air India, says Piali Dasgupta, today is competing majorly with Indigo, which has about 55% market share, and also with Spice Jet and other airlines. “The former is a case study in effective branding. It’s simple yet clutter-breaking identity and a fantastic brand personality sharpened over the years make it a clear favourite with consumers. It’s a brand that always delivers what it promises (on-time landing), has great in-flight service, and wins hearts with its great sense of humour. The brand’s personality stands out. And the airlines ensures that its personality is reflected in every consumer touchpoint, from food wrapping to seat covers,” she adds.

“I am not sure the new look of Air India does much to attract new customers – particularly the millennial and Gen-Z consumer. It neither evokes excitement nor nostalgia and is not exactly a customer magnet. Having said that, I would like to reiterate that a customer makes a purchase decision not only because of a brand’s logo/ identity/ narrative/ purpose. These do play a part, but so does customer experience. And if Air India can streamline its customer experience at every touchpoint, while being competitive in its pricing, it can win back both trust and loyalty of its consumers,” she points out.

Air India’s new brand is positioned as a modern, progressive, and international airline, says Vejay Anand. “This is a clear departure from the airline’s old brand, considered more traditional and outdated. The new brand is designed to appeal to a younger and more discerning audience, and it is also intended to help Air India compete with other international airlines. The new brand look reflects Air India’s desire to move into the future. The airline envisages new added value and an increase in the number of customers. In terms of positioning against its competitors, Air India’s new brand is a good start. The airline is trying to position itself as a more modern and international airline, and the new brand is a step in the right direction. However, Air India must do more than change their brand to compete with other international airlines. They will also need to improve their service and their on-time performance. By enhancing its service, on-time performance, network, and prices, Air India can position itself as a more competitive airline and attract more passengers.”

Anand lists out the following points on how Air India can position themselves against their competitors:

Enhance their service:Air India has a reputation for poor service. They must improve their customer service to attract new customers and keep them happy.
Enhance their punctuality:Air India is also known for poor on-time performance. They need to improve their on-time performance to be more competitive.
Build their network:Air India needs to expand their network to reach more customers. They need to add more routes to more destinations.
Provide reasonable rates:Air India must offer competitive prices to attract new customers. They need to be price-competitive with other international airlines.

According to Rohit Varma, it is important to note that the aviation industry is constantly evolving, and Air India will need to continue to innovate and improve its service if it wants to remain competitive.

Promote the new brand through its marketing materials, including the website, social media, and advertising.
Train employees on the new brand and how to communicate it to customers.
Make changes to the airline's operating procedures to reflect the new brand values.
Invest in new aircraft and facilities that are consistent with the new brand.
Partner with other businesses and organizations that share the airline's values.
Create a unique and memorable customer experience that reflects the airline's new brand.

“Airline branding often aims to reflect a country’s culture and values. What I believe is that there has been an attempt to capture the cultural connotations of the country, but they may not have hit the bull’s eye,” says Piali Dasgupta.

“Let me explain. The new logo mark is supposed to be inspired by the iconic “jharokha” design on the Air India windows, symbolising a “window of opportunities”. Now, unless someone reads the press release, which makes this claim, there is really no way of saying that the gold logo mark, which frankly looks more like a boomerang and less like a window, is inspired by the Indian jharokha. The colour palette for the new identity, for some reason, introduces aubergine – a colour that almost immediately reminds one of the other Tata-owned airline – Vistara. I am not sure if this was done deliberately to signal the fact that Vistara will soon merge with Air India. But it takes away from the uniqueness of brand Air India, making it look like a “follow-up project” of Vistara. The India story, which was earlier beautifully captured within the swan and the Konark wheel, is amiss. And quite honestly, there is nothing truly and ubiquitously Indian that is reflected in the new identity, which is a pity for an India-proud airline from the house of Tata, one of the most loved and respected conglomerates in India,” she explains.

Role of social media

Social media has played a significant role in shaping public opinion about the new brand look. Social media has become an important tool for brands to connect with their customers and build relationships, points out Rohit Varma. It is also a platform where customers can share their opinions, both positive and negative. When a brand receives negative feedback on social media, it is important to handle it in a way that is respectful and professional, he says.

Acknowledge the feedback: The first step is to acknowledge the feedback and thank the person for sharing their opinion. This shows that you are listening to your customers and that you value their feedback.
Respond promptly: Don’t let negative feedback sit unanswered for too long. Respond as quickly as possible to show that you are taking the feedback seriously.
Be respectful: Even if you disagree with the feedback, it is important to be respectful of the person who is giving it. Avoid personal attacks or name-calling.
Address the issue: If the feedback is about a specific issue, address it directly. Explain what you are doing to address the issue and how you plan to improve.
Be transparent: Be honest and transparent about the situation. Don’t try to sugarcoat things or make promises that you can't keep.
Offer a solution: If the feedback is about a problem, offer a solution. This could be anything from apologising for the inconvenience to offering a refund or replacement.
Learn from the feedback: Use the feedback to improve your products or services. This shows that you are listening to your customers and that you are committed to providing them with the best possible experience.

First and foremost, brands should listen, says Piali Dasgupta. She adds, “Social media listening is the smartest way to gauge consumer sentiment, and it’s important to listen to what your consumer has to say about your new look. It doesn’t mean that a brand has to always react to the comments. But at the same time, turning a deaf ear to what consumers are saying doesn’t help either. In case of a rebranding exercise, if the general sentiment isn’t in favour of the new identity, there isn’t much that a brand can do unfortunately, because it would have spent thousands of marketing dollars on the rebranding exercise already. So, it’s often not possible to retract. The nature of social media is such that what is news today is forgotten after a week. So, if there is tremendous backlash on something like a rebranding attempt, it’s best for the brand to lie low for some time. However, the same approach is not recommended for any communication that may have hurt sentiments of a group of people, and a clarification is always needed at that time.”

Social media has become an essential platform for brands to connect with their customers and build their reputations, says Vejay Anand. However, it can also be a challenging platform to manage, especially when handling feedback. By responding to positive and negative feedback thoughtfully and respectfully, Air India can build trust and credibility with their customers and show they are committed to providing a good experience.

Here are some tips on how brands like Air India can handle both positive and negative feedback on social media:

Be responsive: This means responding to all feedback, whether it is positive or negative. Even if you don't have a solution to the problem, acknowledging the input and letting the customer know that you are taking it seriously is essential.
Be respectful: Even if the feedback is negative, it is essential to respect the customer. Avoid getting defensive or making excuses. Instead, focus on addressing the issue and finding a solution.
Be transparent: If you cannot resolve the issue immediately, be okay with the customer about what you are doing to fix it.
Be proactive: Be sure to come to you with feedback before customers come to you. Be bold and ask for feedback regularly. This will help you to identify any potential problems early on and to take steps to address them.

Anand lists out some specific tips on how Air India can handle the positive and negative feedback about their new brand look on social media:

For positive feedback:Thank the customer for their input and let them know you are glad they are happy with the new brand look. You can also use this opportunity to ask them to share their feedback with their friends and followers.
For negative feedback:Acknowledge the feedback and apologize for any inconvenience or disappointment the customer may have felt. You can also use this opportunity to explain why the new brand looks and address any specific customer concerns.