Page 57 - Seniors Today - January Issue

Which will be the lead brand for the Tatas? Vistara advertising reflects the premium
My own guess is that the Tatas will
consolidate all brands under Air-India. After
all the acquisition of Air-India is a highly
emotional one for the group. They were the
front runners of aviation in the country,
and time was when other airlines sent their
staff for training to Air-India, such was its
impeccable reputation. The Tata ambition
would be to bring back the glory of Air-India
and make it the Indian’s first choice.
But this route is fraught with other
difficulties because the three airlines have
different personalities. Vistara is positioned
as a premium airline, Air Asia has a
discount airline brand. Air-India joining the
fray, would necessitate a recalibration of the
brands in their portfolio.
SENIORS TODAY | ISSUE #19 | JANUARY 2021
service of the airline. Whereas Air Asia like
most discount airlines has always put the
prices upfront. Which raises the question
of where Air India fits in this complex
portfolio.
What is interesting is that Air-India already
has a low-cost carrier called Air-India
Express that was first established in 2005. If
consolidation is a priority Air Asia would fit
naturally into Air India Express and Vistara
could be incorporated under the Air-India
brand.
What happens to the Maharajah?
Once upon a time, Air-India was the epitome
of good service and airline hospitality. The
famous Maharaja was designed by JWT
to signify the feeling of being treated like
royalty both in-flight and on the ground.
We can call him the Maharajah for want of a better de-
scription. But his blood isn’t blue. He may look like royalty,
but he isn’t royal. He is capable of entertaining the Queen
of England and splitting a beer with her butler. He is a
man of many parts: lover boy, sumo wrestler, pavement
artist, vendor of naughty post cards, Capuchin monk,
Arab merchant… - Bobby Kooka
SK Kooka and Capt V, 1948. (Source: airindiacollector.com)
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