Tata Sons has roped in London-based brand and design consultancy firm Futurebrands to redraw Air India’s branding strategy.
Futurebrands – which has worked on rebranding of American Airlines and British luxury automobile brand Bentley and branding of the 2012 London Olympics – will work to refurbish Air India’s identity as it targets to become an airline of choice across the world, a person aware of the development said.
