Public Relations

Mahek Gandhi, Sana Ajmera, Rhea Sonthalia,

Mallika Nagle, Harsh Gosalia

 HISTORY

Government
approves
proposal to
1932 Air India goes 2018 2021
divest 100%
public post World
stake in Air India
War II

JRD Tata founded Tata

Government tries to Tata Group takes
Airlines as a division of
privatise Air India over Air India once
Tata Sons Ltd (now Tata
1946 but fails 2020 again
Group).
 Air India's Changing Brand Image

Distinct image
Known for the
that was all Showcased India's
iconic image of
about pride and
PREVIOUSLY the Maharajah
showcasing distinction
mascot
India's diversity

BRAND
IMAGE
Standards fell, The brand today
Communication
represents a kind of
discounted tickets became basic and
confusion, a
became the functional, and the in-
NOW confusion that needs
norm, and the flight experience was
to be sorted by its
brand lost its often criticised to be
new owners - Tata
allure below par
Sons
Primary Research
Respondents- Aged 18-35, mostly students and working professionals.

Most common
adjectives:
Old
Inefficient
Iconic
 Do not recall Do not recall
9.8% 6.2%

No
18.3%

Yes
24.5%

No
65.7%
Yes
75.5%

Have you ever had to pay excess Have you ever had to pay excess
baggage while travelling via Air baggage while travelling domestically
India? via any other airline?
 Reviews from
consumer forums
Instagram Posts- Before Tata Acquisition
Instagram Posts- Amid
Acquisition
Instagram Posts- Post Acquisition
 Twitter feed

- Multiple complaints
- Taking accountability
- Addressing this issues
- Resolving them/ Highlighting to concerned dept.
Tweets by satisfied customers
CAMPAIGN IDEA

WE HEAR YOU
CAMPAIGN MESSAGING
WHAT DO WE AI M TO ACHI E VE THROU GH THIS CAMP AIGN?

Air India has been perceived as an airline lacking in

consistency of its services and often inconveniences its
customers through delays, operational difficulties, and
poor customer service.

The "We hear you" campaign aims to do exactly what the name
promises. With the recent acquisition by Tata, Air India wants to
promise it's customers that change is on it's way. The campaign
targets all the major issues that passengers commonly face and
takes proactive steps to address them. Our story/press release is
means to amplify their efforts and create a new and improved
image.
 CAMPAIGN TIMELINE

SOCIAL MEDIA ON TIME WITH NEW CAUSE AIR INDIA- DART

REVAMP AIR INDIA CUSTOMER RELATED START
SERVICE MARKETING
-Redefining ourselves This event will be
Focusing on FEATURE
-Youthful As part of the Air held in the cities of
customers with a bad
Changing the face of India CSR, in Mumbai, Banglore,
-Topical Content & previous experience.
customer support in association with Kolkata, and
Moment Marketing, Aim to show how
just one click. Tata Trusts, Air Chennai where
Influencer Marketing they have changed
We don't want the India will make people stand a
for the better.
customers of our travel wishes for chance to win a free
airline to waste their terminally ill one way ticket to
time being on hold. patients. their chosen
destination.
 SOCIAL MEDIA REVAMP

Youthful and Topical content.

Maharaja Instagram Posting Timeline
Moment Marketing
Account

Air India Photo Booth Celebrity & Influencer Associations

 Maharaja on Social Media

- Frequently answers questions and

concerns
- Posts funny content and relatable memes
- Engage in banter
- Talks about Air india's goof ups

2x Day 1x Day
1-4pm, 6-10pm 7-9pm

3x Day 2x a week
Commuting Hours Wednesday, Sunday
 AIR INDIA PHOTOBOOTH AT AIRPORTS

FARHAN AKHTAR
ALIA BHATT

ANANYA #AIHeardUs MASSOOM

PANDAY
MINAWALA

SIDDHARTH CHATURVEDI RANVEER ALLAHBADIA

 E
X
A
Catch flights,
As much as we love flying
high, we had to stay low for not feelings.
M
the past 2 years. Now that
we're back to flying high,
P
Catch an AirIndia flight and
book that next trip without feelings for the beauty of your L
thinking twice. country.
E
S
 ON-TIME WITH AIR INDIA
TACKLING THE PROBLEM OF DELAYS & INEFFICIENCY

EXPERIENCE THE LUXURY, AIR INDIA STYLE. FROM YOUR

HOME TO YOUR DESTINATION.

The activity will be held in Delhi.

This activity will aim to show the punctuality, efficient
operations, and luxury that Air India can provide its customers
with.
A few people who have previously had bad experiences with
Air India will be selected for this event.
The chosen few will receive first-class treatment. From a
special pick-up service from their homes to the airport to being
efficiently escorted through security, to getting access to the
premium lounge, and ensuring their flight takes off on time
and lands on time. It will give them an experience of Air India's
promise of being more timely and doing its best to avoid
mismanagement.
 New Customer Support Feature

Tackling the problem of backlog of grievances and poor customer support.

We value your time

and instead of
being on hold with
our

customer
executive you can
get solutions to

your problems in a
click.
 CAUSE-RELATED PR

IN ASSOCIATION WITH TATA TRUST AND

CANCER CARE; A CSR INITIAVE

Activity will be held in Mumbai in

association with Tata Trust and Cancer
Care.
Any terminally ill patient will get a chance
to get their travel dreams to come true. Air
India will sponsor the trip.
People will be selected at random from a
pool of applicants. The chosen will get a
chance to make their final travel wish to
become a reality.
 AIR INDIA DART START
EXPLORE INCREDIBLE INDIA

This activity will be held An Air India kiosk will be placed on the Winners of the game will
in the 4 major malls of ground floor of each mall. Shoppers can be asked to make a

be asked to participate in a game of tweet on why they wish

metropolitan cities-
darts wherein they state a place in India
Mumbai, Kolkata, to travel to their desired
they wish to travel to and if they hit
Chennai, & Bangalore state. Air India will pick
bulls-eye on that place on the map, they
on a Sunday. the best stories and
stand a chance of winning a free one-
award them with an
way ticket.
airline ticket.
Channel Selection
Strategy- Balanced coverage across all channels to
maximize reach.
PRINT
Newspapers, travel &
lifestyle magazines,
advertorials. Digital
Print- Blogs and
Journals. Giving
reporters and publishers
an accurate brief.
Comic strip on The Telegraph
featuring the Maharaja.
AUDIO SOCIAL MEDIA EMAIL
Radio and Podcasts. Instagram, MARKETING
Reaching out to Facebook, and Push emails and
local radio station. Twitter. newsletters about
Also to work with the P.R story
travel podcasters
who will help us
spread the word.
Channel Selection

INFLUENCER LIVE EVENTS CSR

MARKETING Viral marketing Initiiave for Tata
First person accounts by through live events Trust.
influencers on their that can get us
experience with Air India. media coverage.
 SUMMARY

Founded by JRD Tata in 1932, and re-acquired by the Tata Group in 2021.
Primary and secondary research through social media analysis, newspaper
articles, blogs and journals.
Air India's changing Brand Image - Previously and Now.

Campaign channels for visual communication through influencer marketing,

live events and CSR.
We Hear You - Air India wants to promise it's customers that change is on it's
way. The campaign targets all the major issues that passengers commonly
face and takes proactive steps to address them.
Channel Selection - Print, Social Media, Audio and Email.
Campaign Timeline - Social Media Revamp - On time with Air India - New
customer service feature - Cause related marketing - Air India Dart Start
 SUMMARY

Maharaja on Social Media to answer all queries.

On time with Air India - tackling the problem of delays and inefficiency
Air India's changing Brand Image - Previously and Now.
New customer care feature to tackle the problem of backlog of grievances
and poor customer support.

Cause - Related PR in association with Tata trust and cancer care; A CSR
initiative.
Air India Dart Start - to be held in 4 major malls of metropolitan cities.
Winners will be asked to make a tweet on why they wish to travel to their
desired state, Air India will pick the best stories and award them with an
airline ticket.
Past and Future Positioning.