A domestic brand gets global wings
For decades, Air India and Indian Airlines were the only Indian
air carriers. Both were owned by the government and both were
poorly run, with bad customer-service reputations. In
1994-post-liberalization of the Indian skies-a slew of private
players set up operations and changed the market. By 2006, Jet
Airways had emerged as the country's leading private airline,
earning itself a stellar reputation for efficiency, consistency,
and professionalism-qualities previously unheard of in the Indian
aviation industry. On the strength of its track record in India,
Jet Airways had ambitious plans to create an international network
crisscrossing the United States, Europe, and Asia, and to break
into the list of the world's top five airlines.
The purchase of a new fleet of wide-bodied aircraft for
international operations provided Jet with an opportunity to
reinvent its branding. Jet had a loyal customer base among Indians
the world over, but it needed to attract non-Indians and to expand
into new geographies. The brand was already known and loved in
India, but had to sit comfortably with its international peer group
and have the stature and pedigree of leading brands like Singapore
Airlines, Cathay Pacific, Virgin Atlantic, and British Airways.
Additionally, the domestic market had become very competitive, and
the Jet brand was beginning to lose its relevance and sheen to
younger, lower-cost brands. The key challenge was to create a
differentiated image for Jet Airways globally while reenergizing
the brand in India.
In 2007, we created a refreshed look for the brand based on the
idea that Jet Airways is the smarter choice. The new identity is
less corporate and conservative, and uses fluid motifs that reflect
the brand's energy and ambition. To appear less static, Jet's
golden "flying sun" was updated with multihues. The overall look
and feel builds on existing equities while infusing touches of
India by using brighter and fresher colors. The new image helped
Jet Airways position itself as a leading international brand that
embodies the spirit of the new India. It received numerous awards
including second best long-haul airline at the Which?
magazine honors in 2008 and was named one of Condé Nast readers'
top three airlines the same year.