Air India has rolled out a campaign to showcase its change in brand identity. The design now features a palette of deep red, aubergine, gold highlights and a chakra-inspired pattern as the brand aims to showcase how there's a new window of possibilities in the sky.
A film has been released for the new identity of the airline which was acquired by Tata Group in 2021. Conceptualised by McCann Worldgroup India, it features a young girl on her way to school. She catches a frame that has fallen from the sky. Whenever she uses that frame, she sees a different world in front of her, one is more colourful. This is to depict the brand's thought that there’s a new window of possibilities rising in the sky.
The identity will begin rolling out by December 2023. The film was published on social media on 10 August.
