Chennai firm behind IA makeover
A Chennai-based advertising firm is behind the makeover of the state-owned Indian Airline.
"It was a major challenge for us to capture the essence of the brand and to deliver a distinct and bold look," says Ajit Shah, executive director, R K Swamy BBDO, the team leader of the project.
The exercise of identity change - to Indian from Indian Airlines among other things - was awarded to the firm in September 2005, after a tie amongst the empanelled agencies.
Once the company was selected, a design team led by Pranvir Mann and Ajmer Pratap Singh, creative directors in the company's Delhi office, explored numerous options based on the brief that "the new look should be quintessentially Indian, yet signify a modern and contemporary image for the airline"...
Among the options considered were the national colours, national bird, flower, animal in both real and graphic representations.
Signifying continuity with change, the new look carries a contemporary graphic representation inspired by the wheel of the Sun Temple at Konark, which symbolises timeless motion, convergence and divergence.
"It also embodies the solidity and trust that has stood the test of time," the designers say.
The entire Indian fleet will be painted with the new livery over a period of 12-18 months. Airport signs, tickets and boarding passes and all contact points between the customer and the airline will also carry the colours.
via [http://timesofindia.indiatimes.com/articleshow/1331379.cms]
"It was a major challenge for us to capture the essence of the brand and to deliver a distinct and bold look," says Ajit Shah, executive director, R K Swamy BBDO, the team leader of the project.
The exercise of identity change - to Indian from Indian Airlines among other things - was awarded to the firm in September 2005, after a tie amongst the empanelled agencies.
Once the company was selected, a design team led by Pranvir Mann and Ajmer Pratap Singh, creative directors in the company's Delhi office, explored numerous options based on the brief that "the new look should be quintessentially Indian, yet signify a modern and contemporary image for the airline"...
Among the options considered were the national colours, national bird, flower, animal in both real and graphic representations.
Signifying continuity with change, the new look carries a contemporary graphic representation inspired by the wheel of the Sun Temple at Konark, which symbolises timeless motion, convergence and divergence.
"It also embodies the solidity and trust that has stood the test of time," the designers say.
The entire Indian fleet will be painted with the new livery over a period of 12-18 months. Airport signs, tickets and boarding passes and all contact points between the customer and the airline will also carry the colours.
via [http://timesofindia.indiatimes.com/articleshow/1331379.cms]
