Air India Launches New Brand Track: ‘India Takes Flight’

Air India unveiled its latest brand track, titled ‘India Takes Flight’, on Friday, marking a harmonious blend of India’s classical tunes and global melodies.

Crafted through a collaborative effort by Grammy-winning musician Shankar Mahadevan, renowned percussionist Taufiq Qureshi, and National Film Awardee Prasoon Joshi, along with the Royal Philharmonic Orchestra, London, the track aims to resonate with the vibrant and confident spirit of India.

“Featuring a fusion of India’s classical tunes and global melodies, this track reflects the sound of a bold, vibrant and confident India,” Air India stated.

Sunil Suresh, Head of Marketing at Air India, expressed the airline’s pride in presenting a melody that embodies the essence of India while fostering universal appeal. “We wanted to create a melody that embodied the Indian spirit. We also wanted to capture a universality that brings people together. This musical odyssey accomplishes it expertly, and as the country’s flag-bearer, we are proud to carry this to the world,” Suresh remarked.

Air India plans to integrate variations of its sonic brand identity across various guest touchpoints, beginning with digital platforms and promotional endeavors, extending to airport lounges, and culminating with customized boarding music onboard.

Furthermore, Air India has commenced the rollout of its refreshed global brand identity across diverse guest interactions, including the launch of a consumer-centric website and mobile application.

The airline has also debuted a fresh line of uniforms for cabin and cockpit crew, designed by renowned Indian fashion luminary, Manish Malhotra. Additionally, Air India proudly introduced its inaugural Airbus A350 aircraft adorned with the updated livery.