GURUGRAM — Air India is rolling out its recently unveiled global brand identity across guest touchpoints, beginning with a full switch to the new look across digital and online channels and rebranding at Delhi and Mumbai airports.

The new identity, first introduced in August 2023 as a way to position Air India as a world-class airline with an Indian heart, is centered around the ‘Vista’, Air India’s logo icon. The new look features Air India’s new brand colours, including Air India red, aubergine, rose gold and accents of gold.

The latest portfolio of rebranding initiatives, revealed this week, include …

• A redesigned website, airindia.com, and a new mobile app
• New social media avatar: Air India’s social media platforms have been revamped to reflect the new brand identity
• Gradual rollout at airports: Starting with Delhi and Mumbai airports, guests will begin to see the new branding at various touchpoints, including check-in counters, boarding gates, lounges, and newly designed boarding cards. The rollout will extend to other airports across Air India’s growing global network in the coming weeks.

“The network-wide switch to our new global brand identity is a landmark moment for Air India,” said Campbell Wilson, Chief Executive Officer & Managing Director, Air India. “It’s not just about bringing our new logo and colours to customer touchpoints; it’s a promise to our guests of a transforming travel experience that is modern, seamless, and infused with the warmth and hospitality that defines a new India and a new Air India.”

The new Air India livery will feature on the A350 fleet and subsequently on other incoming brand new aircraft. The in-flight rollout of the new global brand identity is linked to the airline’s soon-to-be-inducted Airbus A350 fleet as well as subsequent refurbishment of cabin products over the next few months.

“This is a transformation of great scale, and therefore, it may take us a while to achieve consistency in our product, service, and the overall ‘new Air India experience’. We will continue to seek the support of our guests as we modernize Air India and make it a world-class airline that India deserves,” said Wilson.

Earlier this year Air India placed record-setting orders for 470 aircraft with Airbus and Boeing for US$70 billion (at published list prices), from which the much-anticipated Airbus A350 aircraft will start arriving this month. A US$400 million project for the refurbishment of 43 of Air India’s legacy widebody aircraft

begins mid-2024, which will lead to the installation of brand-new seats in every cabin, new inflight entertainment systems, and inflight WiFi Internet connectivity.