Little bit of humour & smart branding can go a long way for Air India

The Air India brand can be revived and embedded in public consciousness if its new owners can establish a nostalgic connect while sprucing up the product, said brand experts. This can be achieved despite consumers turning increasingly agnostic to brands and brand identity as a concept apparently losing relevance in large marketplaces, they said.

“I think it’s a myth to believe that customers are brand agnostic,” said Piyush Pandey, executive chairman of Ogilvy. “If that was so, every day you would be changing your soap. If that was so, you would not be using a lot of things that you have used forever.”