Air India has recently launched its newest brand track, which showcases a blend of India's classical melodies and international tunes, introduced on Friday.
According to the airline, this track is the result of a collaborative effort involving Grammy-winning musician Shankar Mahadevan, acclaimed percussionist Taufiq Qureshi, and National Film Awardee Prasoon Joshi, along with the Royal Philharmonic Orchestra, London.
Describing the composition as a fusion of India's classical music and global melodies, Air India expressed that it mirrors the essence of a vibrant, confident, and audacious India.
Sunil Suresh, Head of Marketing at Air India, explained, “Our aim was to create a musical piece that embodies the essence of India while also resonating universally, bringing people together. We believe this musical journey achieves that seamlessly, and as the flag-bearer of the country, we take immense pride in sharing this with the world.”
Air India plans to gradually integrate various versions of its sonic brand identity across the entire guest experience, commencing with digital platforms and promotional endeavors, and eventually extending to airport lounges and onboard services, including customized boarding music.
Furthermore, Air India has embarked on implementing its fresh global brand identity across multiple guest touchpoints, such as the unveiling of a redesigned customer-centric website and mobile application.
Moreover, the airline has introduced a fresh range of uniforms designed by renowned Indian fashion icon Manish Malhotra for its cabin and cockpit crew. Additionally, Air India has proudly introduced its inaugural Airbus A350 aircraft adorned with the updated livery, symbolizing its commitment to revitalizing its brand image.
