Welcome back to Das ka Dum with Dr Bhaskar Das. Apologies for being MIA for a few weeks. But we are back with renewed enthusiasm. Here goes Dr Bhaskar Das for the August 28 edition of Das ka Dum. Read on…
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Q. Is there too much being made out on the Air India identity? Do you think it will just grow on us? Like various others have in the past?
A. Frankly speaking, I am not an expert on the re-branding exercise of any brand from creative standpoint but that Air India needs a refurbishment of its perception globally and locally is beyond doubt. The current rendition of the new identity can have multiple viewpoints. Only the future will see if it has worked. Ultimately, the market has to decide if the performance delivery is in sync with the brand’s new commitment. However, it could have been a great opportunity for crowdsourcing or involving the crowd for evolving the creative design… just to create some excitement and awareness. But this is speculative and need not result in the best possible. So best is to wait and watch and as you have mentioned, that even the new identity will grow on us over a period of time. The previous one got enough lead time to develop that affinity and I’m sure with Tatas giving its professional commitment behind the world customer experience, I’m sure some day we shall also appreciate the new design.
It’s too early fall in love on a subjective matter which cannot be deterministic at this juncture.