Air India has unveiled its signature track India Takes Flight. The airlines’ new sonic identity is a jugalbandi (musical collaboration) featuring recent Grammy awardee musician Shankar Mahadevan, percussionist and composer Taufiq Qureshi, lyricist and writer Prasoon Joshi, and London’s Royal Philharmonic Orchestra.
The track embodies Raga Yaman, a timeless Indian classical raga.
Air India will progressively roll out adaptations of the sonic brand identity across the guest’s journeys, starting from digital touchpoints and marketing campaigns to airport lounges and inflight boarding music.
Recently, Air India launched its Safety Video where it teamed up with Bharatbala, Prasoon Joshi, and Shankar Mahadevan to create a cinematographic audio-visual for in-flight safety. The music in the safety video is a part of a signature brand sonic.
Additionally, Air India has started the rollout of its new global brand identity across guest touchpoints, launched a new consumer-facing website and mobile app, unveiled a new collection of uniforms for cabin and cockpit crew designed by Indian celebrity couturier, Manish Malhotra, and welcomed its first Airbus A350 aircraft in the new livery.
“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,” Sunil Suresh, Head, Marketing, Air India, said.
“Much like the new India, this track is bold and confident, and at the same time, strongly connected to its rich culture and heritage. I was looking for a melody that celebrated the depths of Indian classical music, while sounding warm and inviting. It was an incredible collaboration, linking the best of India to the rest of the world. If you are a musician, you felt like contributing, and if you were in the audience, you felt like joining in,” Shankar Mahadevan said.
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