Air India launches its new brand track: ‘India takes Flight’

India, India’s  world airline, unveiled a signature monitor defining its sonic id, ‘India Takes Flight’, reflecting the sound of a daring, vibrant, and assured India. Air India’s new sonic id is a jugalbandi (musical collaboration) that includes current Grammy awardee and acclaimed musician Shankar Mahadevan, famend percussionist and composer Taufiq Qureshi, celebrated lyricist and author Prasoon Joshi, and London’s revered Royal Philharmonic Orchestra.

The monitor embodies Raga Yaman, a timeless Indian classical raga recognized to effortlessly captivate the hearts and minds of audiences. Air India additionally onboarded Royal Philharmonic Orchestra with a imaginative and prescient to create a world symphony that resonated throughout cultures as a heat invitation to India, whereas performing as a homeward melody welcoming Indians from all over the world.

“We needed to create a melody that embodied the Indian spirit. We additionally needed to seize a universality that brings folks collectively. This musical odyssey accomplishes it expertly, and because the nation’s flag-bearer, we’re proud to hold this to the world,” Sunil Suresh, Head, Advertising, Air India, stated.

Air India will progressively roll out variations of the sonic model id throughout the visitor’s journeys, ranging from digital touchpoints and advertising campaigns to airport lounges and inflight boarding music.

Final week, Air India launched its Security Video the place it teamed up with Bharatbala, Prasoon Joshi, and Shankar Mahadevan to create a cinematographic audio-visual for in-flight security. The music within the security video is part of a signature model sonic.

Moreover, Air India has began the rollout of its new world model id throughout visitor touchpoints, launched a brand new consumer-facing web site and cell app, unveiled a brand new assortment of uniforms for cabin and cockpit crew designed by Indian celeb couturier, Manish Malhotra, and welcomed its first Airbus A350 plane within the new livery.

Shankar Mahadevan, celebrated Indian music composer and singer: “Very like the brand new India, this monitor is daring and assured, and on the similar time, strongly linked to its wealthy tradition and heritage. I used to be searching for a melody that celebrated the depths of Indian classical music, whereas sounding heat and alluring. It was an unimaginable collaboration, linking one of the best of India to the remainder of the world. If you’re a musician, you felt like contributing, and in the event you have been within the viewers, you felt like becoming a member of in.”  

Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India: “I’m extremely honoured to be part of this collaboration that embodies Air India’s new world model id. Air India all the time had a way of rooted cultural ethos. This ethos isn’t inward wanting however connects and welcomes the world. This monitor signifies Air India the model on the ascent, one which emanates from the roots however goes on to embrace the skies.”

Taufiq Qureshi, ace Percussionist & Djembe Maestro, and an acclaimed composer: “It was exhilarating to collaborate with artistic and musical maestros from internationally, and that too for a legendary model like Air India. It’s an extremely transferring monitor, and intensely common. Its themes of flight, hope and ambition resonate not simply with Indians but in addition the residents of the world.”

James Morgan, conductor, Royal Philharmonic Orchestra stated: “Collaborating with Shankar, Taufiq Qureshi, and Air India to create the airline’s new sonic id has been a fantastic privilege. The fusion of our orchestra’s classical heritage with the soul of Indian melodies creates a sound that speaks volumes in regards to the shared human emotion of aspiration and flight. We now have little doubt it would resonate with hearts and minds all over the world.”