Reading Time: 2 minutes
Air India with a revamped website and mobile application, will forge itself a fresh brand identity, said Chief Executive Officer Campbell Wilson while delivering the year-end note to employees.
“We are at the business end of Q4 now and it has been quite a year. Notably, we launched Vihaan.AI — our transformation roadmap in September and we’ve been firing on all cylinders ever since. We are currently taxiing as planned with 22 initiatives on our agenda in various stages of progress. Thanks to our collective efforts, we are well on schedule,” he said about the Tata group airline.
“It will take us a few years before we attain the world-class heights to which we aspire. But we have made a fantastic start, and you can all be proud of what has been achieved so far,” Wilson said.
While mentioning the onboarding of world-class brand and product design agencies for brand refreshing he listed it as an upcoming milestone for the airline. To devise a new brand strategy for the airline, Tata Sons, has roped in UK-based brand and design consultancy firm Futurebrands. Having worked on rebranding carries in the past, Futurebrand’s brand strategy rebuilding for Air India will be alongside the integration of group airlines.
Wilson, in charge of Air India, is leading the airline’s five-year plan called Vihaan. The plan includes fleet and network growth and improvements in customer service to increase market share and put the airline “on a path to sustained growth, profitability, and market leadership”.
Eyeing exceptional growth, the airline will lease 36 planes and add three new routes, with 10 more in the pipeline. Further, it announced the hiring of more than 1,200 employees across functions for its expansion. Air India is negotiating with both Airbus and Boeing for planes.
The Tata group plans to integrate its four airlines into two, Air India and Air India Express.
Wilson said upcoming milestones for the airline include a future-ready organization structure and team co-location in new offices. Air India has already initiated the process of rolling out digital HR solutions for employees. An employee survey is being carried out to get feedback on Vistara’s integration with Air India. Vistara is a full-service carrier co-owned by Tata Sons and Singapore Airlines.
Earlier in the year, it was announced that Air India, Air India Express, and AirAsia India offices will shift to a new facility in Gurugram by March 2023. The move to consolidate workplaces is an integral part of the transformation agenda by improving collaboration among staff and more easily adopting technology, the airline said.