National carrier Air India is gearing up with a brand new image as part of its new communication plan following its mega merger with Indian Airlines. As part of the campaign, the airline will retain the well-loved Maharaja mascot, and will also develop a new signature tune, for which the airline is in talks with a leading music composer. During an interaction with Express Group staffers at the Idea Exchange programme held recently, V Thulasidas, chairman and managing director of the new merged entity Air India said, ”In addition to the advertising campaign, the airline plans to have a promotional theme which will be developed by a renowned musician.” The signature tune will be used in the internal communication system and even at the call centres. The tune will highlight the image of Air India after its formal merger with Indian Airlines. The tune, say sources can also be downloaded from their website. Air India’s website is also simultaneously being refurbished bringing together Air India and Indian Airlines, Thulasidas said.

Referring to the merger and its plans to enhance its network globally during a freewheeling interaction, Thulasidas said, “This is the renewal, revival and resurgence of Air India.” He further said that it is a “make or break” situation for the airline and he is quite confident that it will emerge successful. By 2011, Air India ’s aim is to be amongst the top 5 airlines of the world, Thulasidas said. However, talking about sprucing up its cargo operations in various countries, Thulasidas said that Japan and China, amongst other countries, are a promising market for cargo operations and currently they are studying various markets where they can expand their cargo operations. He added that Air India is open to collaborating with any domestic carrier for sharing of engineering services and other infrastructure. He said three major brands would be in the Air India umbrella - Air India, the main airline, Air India Express, the budget airline and Air India Cargo, its cargo handling subsidiary.

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