Is Maharaja Ready for a Brand Revamp!!!Its time Maharaja gets a six packs look!!!

Oil Below $50 but still Air India and Indian Airlines is in loss. Its time that Air India and Indian Airlines get a Brand Revamp. The Brand image India is getting in the world arena is quite different from the image Maharaja is portraying. The Maharaja image is portraying old, monarchy, classical, royal, grandeur, docile and archaic. The present image of India in this millennium is quite changed from 20th Century and its all about vibrancy in this Millennium. Modern India is about Industrialization, Business Opportunities, Collaboration along with spirituality, peace and tranquility. But the brand Air India and Indian Airlines have remain the same. While the cities and town have changed over the period of time the brand Air India and Indian Airlines have remained the same.

 Burdened with the losses of these two companies have put immense pressure on the government coffers. The only solace in the otherwise desolate scenario is that oil prices have been falling which has made these airlines sector see some profit. In these scenario the Air India and Indian Airlines have shown some near operating profit. But Intense competition in this sector are putting pressure on its passenger load factor, revenue and profitability.

 The demographics profile of the passengers using air travel has also changed over the years. The young and the restless wants to tarvel fast,comfortably and in playful manner. The afordability of the air tickets has made it all possible for the youth to air travel which otherwise have been a grandeur experience. Today's passenger are go getters and high flying trend setters. They don’t mind shelling out a 50 thousand rupee for a weekend trip to Goa, Bangkok,Pataya, Dubai, Kuala Lampur and Colombo.

 The other types of passenger are executives and the senior citizens. The need of both of these segments are different. The executives who are flying by the early hours of the day and flying in at late nights needs comfort more than anything else . The senior citizens need comfort and the feeling of safety and assurance of safety. One way would be have demarcated seat reservation policy on the different areas of the sitting arrangement. Customization is the key. Also Cabin crew members will at ease if the same type of people are seated in the same part of the air plane.

The Brand Maharaja then would be re created in different sporting activities giving a joyful and sporting looks.

 For Air India the flights to different countries can be given a Brand Maharaja playing the sports of that country and India. This way it will also create an appeal to the people of that country to fly to India in Air India. To add freshness to the flying experience the Maharaja can be printed on the tail of the plane by stickers which can be changed every month depending on the seasonality of the sports and sporting events or other major events of the cities. Like if the flight is for Los Angeles during oscar nights the whole week the Maharaja can be created with image of all the nominated characters.

 For Indian Airlines the Maharaja can be depicted in sports most popular in these region. The top 5 sporting activities  for each of  the two destination can be choosen  and these 10 images can be stuck by stickers on the tail of the plane. If the cities are organising an major event then the Maharaja can be depicted in activities of that event. This will increase relevancy, freshness and contemporary feel to the passengers. For example if the event is a NASSCOM meet in Bangalore then the Maharaja can be shown like a tech guy. This will have mass appeal to the target passengers. Creating the want of the people to fly by the air lines. During IPL matches the Maharaja can be shown donning the jersey of the two teams. This will create a mass appeal to get associated with the brand Maharaja for all the activities. This can all be done with the stickers being posted on the tail of the plane.

 For the brand Maharaja in Air India the digital advertisement can be put on. All the leading websites of the tourism and travel websites. These are very cost effective way of promoting India and the airlines. Once the brand gets acceptance in the peoples mind in the foreign countries the passengers traffic will increase.

 Thus this make over of the Brand Maharaja can help Air India and Indian Airlines turn profitable. Soon Air India and Indian Airlines will reverberate and become the flying partners of all Indian and foreign travellers.