Interestingly, the airline is likely to have a brand ambassador in addition to its renowned 'Maharaja'.
V Thulasidas, Air India chairman and managing director, confirmed that the airline is considering a brand ambassador.
"However, we have not finalised who will be the brand ambassador. The idea of rebranding Air-India is to rediscover the airline and induct a warm quality of hospitality," he said.
"The idea is to project a new and young image for the airline by highlighting its inherent strength. Rebranding exercise is aimed at rejuvenating and reinforcing our work culture and hospitality," Thulasidas said.
"The brand ambassador may be from movie or sports. But nothing has been finalised," sources said. They also added that the airline would not drop its renowned 'Maharaja' brand.
Air-India has also engaged branding house Aliagroup to give it a new look with private airlines wooing customers with incentives.
Sanjeev Malhotra, Aliagroup managing director, said, "Rebranding is to realise the potential of Air India and its entire management. We are trying to explore the actual strength of Air-India's 15,000 strong workforce."
Meanwhile, Air-India has also shortlisted five players for designing the cabin crew uniform. The five include renowned global fashion designers Ritu Beri, J J Walia, Tarun Tahiliani, Satya Paul and lifestyle & luxury brand Ravissant.Sources said the rebranding exercise would be completed in 18 months.
