Title: BRAND IDENTITY OF AIR INDIA

What the company claims the brand to be – A Case Study from a Communication
Perspective
TATA AIRLINES

Submitted by :

Group No. : A2
Group Members:
Sl.
Name Roll No. Section Mobile No.
No.

1 Ankit Jena 023 A 9078470639

2 Animesh Pradhan 019 A 8112113945

3 Alok Padhi 015 A 7735050952

4 Amit Pradhan 017 A 6370614913

5 Amit Dalai 016 A 6370379575

Towards partial fulfilment of internal evaluation for the subject: Marketing Management
(BM-103), MBA 2022-2024

Under the guidance of

Dr. Suvendu Kumar Pratihari

Assistant Professor, Marketing

Birla School of Management

Birla Global University, Bhubaneswar

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 EXERCISE 1A
Q. What is the product-related information available on the website?
● Air India aims to provide unmatched services in the aviation industry and
provide an end-to-end service to their customers starting from entering the
airport to exiting the plane.

Services include:
● On Ground Services

Web Check-In
Kiosk Check-In
Customer Service
Transfer Desks
Baggage Counters

Lounge Access
Special VIP Access

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 First Class
Business Class
Economy Class
Food Options
Drinks Menu

Air India has a state-of -the-art fleet, comprising of Boeing (777-200LR,

777-300ER and 787-800 Dreamliner) and Airbus (319, 320, 320Neo and
321) aircraft.

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 EXERCISE 1B
a. Youtube

i. Home Tab:
● Air India is celebrating their 25th anniversary and also the fact that it
has returned to its previous owners, the Tata. There are quite a few ads
describing how it is wanted all over the world.
● https://www.youtube.com/watch?v=6pFYsX8rLZQ
https://www.youtube.com/watch?v=NhSDv8vZvHI
Clearly Air India wants to attract the elite customers by offering them
with exceptional service.
The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 ● The home tab shows that they care for their customers and that they
have been listening to them. With Tatas they aim to be the airliner of
choice for India.

ii. Video Tab

Table 2: Video Tab: Summary

Video Video Title Hours/ days Video Video Web What is the Target
No. ago posted duration language Link core message stakeholder

1 #FlyAI 1 month 2:18 English https:// The Investors

#FlyLikeAPion youtu. standards and
eer We salute be/ of JRD Customer
JRD Tata the EMD Tata s
Legend and his Oe2t7
spirit to excel ! ChQ
#ThisIsTata

2 1 month 1:16 English https:// The appeal Customer

youtu. s
#FlyAI :
be/
#Maharajah
6pFYs
Wanted all over
X8rLZ
the World !
Q
#ThisIsTata

3 #FlyAI 1 month 0:30 English https:// Stories Customer

#TogetherBette youtu. s
rConnected be/
#StarAllianceF xxdbR
amily EVIU
Cs

4 #FlyAI : 25th 5 months 6:24 English https:// The Employe

Anniversary youtu. Journey es,
@Star Alliance be/ Customer
#StarAllianceF 1FPrC s,
amily ExCz7 Investors
#TogetherBette 4?t=48
rConnected

5 Air India brings 6 months 2:00 English https:// Operation Customer

Indians back youtu. Ganga s
home be/
#OperationGan I4XRP
The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 ga DriaJk
?t=40

iii. Play List Tab

Table 3: Play List Tab Summary
Play list Playlist Name Total Nom of Videos in What is the Core theme
No. that playlist of the playlist

1 Air India Flight Feature 11 Specifications

2 Sponsored 3 Brand Ambassadors

3 Delhi-Toronto 5 Special Flight

iv. Community Tab

Identify a minimum of 05 recent postings and understand the core intent of the message
from each video.
V. V. Name, Web Target Community Impressions/ Sentiments
No. Description Link stakeholder
(s) T. T. Comments (Top 10)
Likes Dislike
s

1 #FlyAI https:// Customer 38 1.Turned off

#FlyLikeAPi youtu. s &
2.
oneer We be/ Investors
salute JRD EMD 3.
Tata the Oe2t7
4.
Legend and ChQ
his spirit to 5.
excel !
6.

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 #ThisIsTata 7.
9.
9.
10.

2 #FlyAI : https:// Customer 15 1.Off

#Maharajah youtu. s
2.
Wanted all be/
over the 6pFYs 3.
World ! X8rLZ
4.
#ThisIsTata Q
5.
6.
7.
9.
9.
10.

3 #FlyAI https:// Customer 11 1. Off

#TogetherBet youtu. s &
2.
terConnected be/ employee
#StarAlliance xxdbR s 3.
Family EVIU
4.
Cs
5.
6.
7.
9.
9.
10.

4 #FlyAI : 25th https:// Customer 23 1.off

Anniversary youtu. s
2.
@Star be/
Alliance 1FPrC 3.
#StarAlliance ExCz7
4.
Family 4?t=48
#TogetherBet 5.

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 terConnected 6.
7.
9.
9.
10.

5 Air India https:// Customer 30 1.off

brings youtu. s
2.
Indians back be/
home I4XRP 3.
#OperationG DriaJk
4.
anga ?t=40
5.
6.
7.
9.
9.
10.

v. Channels Tab
Tata Group
Air India Official

vi. About Us Tab

Description External web link to Any other relevant Your comments, if any
connect with (If any) information present

Welcome to a new www.airindia.in It should have been

era of Air India. We a lot more
have always been descriptive.
the wings of the
Nation and now we
are on a mission.
#FlyAI
#ReadyForMore

Key Takeaways:
The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
The content is crisp and clear and meant to attract the target audience.

EXERCISE 2
Q. Write a brief note about stakeholder theory and its connection with Marketing

Ans. Stakeholder’s theory puts emphasis on the role of various entities connected with
business, they can be customers, equity shareholders, investors, owners, Government,
etc. It is largely related to marketing as it is of interest to the various parties related
to the business. Marketing increases the profitability and brand awareness of a
company which directly interests the business’s concerning parties as even they
would want the profits to rise.

Q. Identify the page(s) in the company website reflecting the information related to
how the company depicts and describes its commitments or claims ( to different
stakeholders

The company as a standalone has not been listed in the stock exchange but has
undergone policy changes to attract buyers. It was recently purchased by the Tata
Group. Govt. had made changes to FDI norms allowing NRIs to acquire up to 100%
of the company. Tata Group may invest $75-100 mn in Air India Express in next 5
years to expand international operations.
EXERCISE 3
Read, record, and understand the vision, Goal, Goals, Mission, and value statements
available (mostly) on the web page/ about us page.
https://www.airindia.in/about-airindia.htm

VISION 
To be the leader in Indian aviation and India's Ambassador to the world. 
 
MISSION 
Leadership 
Customer 
 Provide safe, reliable and on-time services 
 Deliver the highest quality of service around the world 
 Be the epitome of Indian hospitality 
 
Processes 
 Continuously improve standards of safety and efficiency 
 Operate and maintain a young and modern fleet 
 Provide the best and most efficient network 
 Create economic value 
 
People 
The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
  To be the employer of choice 
 Build a highly motivated and professional team 
 Maintain highest degree of transparency and ethics 
 Be a responsible corporate citizen 
 
India's Ambassador 
 Be India's flag carrier in spirit and action 
 Provide seamless travel within India and the world 
 Connect Indians worldwide 
 
Values 
 Zeal to excel and zest for change 
 Integrity and fairness in all matters 
 Respect for dignity and potential of individuals 
 Strict adherence to commitments 
 Ensure speed of response 
 Foster learning, creativity and team-work 
 Loyalty and pride in the Company 

Exercise 5:
Collect the ‘name,’ ‘logo,’ ‘symbol,’ ‘and the slogan’ of your brand as depicted on the
website.
Logo
The Air India logo features a red swan (symbolising flight) with spokes in orange
placed inside. The wheel is inspired by the Ashoka Chakra - depicting the wheel
of righteous duty, which also features in the Indian Flag and underlines the
deep-rooted connect to India’s cultural heritage.

Mascot -The Maharajah

"We call him a Maharajah for want of a better description. But his blood isn't
blue. He may look like royalty, but he isn't royal,” said Bobby Kooka, the man
behind Air India’s evergreen Maharajah mascot.

From his first appearance in 1946, Maharajah had made his mark. Created by
the then Commercial Director, Air India, Bobby Kooka and Umesh Rao, artist

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
 with JWT Ltd., Mumbai, the Maharajah began as a rich Indian potentate,
symbolizing graciousness and class. His creators gave him a distinctive
personality with his moustache, the striped turban, his aquiline nose and closed
eyes.

The affable and adaptable Maharajah grew over the years taking Air India's
promotional messages across the world. His antics, expressions, puns have
played a key role to promote Air India’s brand and its services. With his unique
style, wit & warmth - Maharajah is a very real person. He is a friend to every
Air India passenger - reaching out with his inimitable grin to the farthest corners
of the world.

EXERCISE 6
Create a table depicting the last three-year annual revenue vs. profit figures

The Table depicts the declining state of Air India, due to loss in market share its profits
and revenue figures are declining. Hopefully the acquisition by Tata by help improve its
debt and market share positions.

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
  
 

AI 
 
 
(Rupees in Million) 
Particulars  2020-21  2019-20  2018-2019
I. Revenue             
1. Revenue from Operations             
i. Scheduled Traffic Services  84,076.2    243,032.7   224,005.7   
ii. Non-Scheduled Traffic        
Services  12,152.1  17,159.1  15,914.1 
iii. Other Operating Revenue  7,204.7  16,914.3  15,739.3 
Revenue from Operations    103,433.0    277,106.1    255,659.1 
II. 2. Other Income  17,607.5  8,138.3  9,217.3 
III. Total Revenue  121,040.5  285,244.4  264,877.4 
IV. Expenses       
1. Aircraft Fuel & Oil  25,358.7  93,992.7  100,344.7 
2. Other Operating Expenses  47,748.5  105,140.0  131,113.0 
3. Employee Benefit Expenses  22,557.1  32,253.7  30,052.7 
4. Finance Costs  38,363.7  39,192.6  47,113.6 
5. Depreciation and Amortization  44,523.1  42,921.8  15,879.8 
6. Other Expenses  12,282.2  49,400.9  25,122.9 
Total Expenses  190,833.3  362,901.7  349,625.7 
V. (Loss) before Exceptional Items
and Tax  (69,792.8)  (77,657.3)  (84,748.3) 
VI. Exceptional Items (Net)  -  -  - 
VII. (Loss) before Tax  (69,792.8)  (77,657.3)  (84,748.3) 
VIII. Tax Expenses :  381.4  -  - 
i) Tax for earlier years 
(Amount settled under ‘Vivad Se
Vishwas’ Scheme) 
IX. (Loss) after Tax for the year  (70,174.2)  (77,657.3)  (84,748.3) 
X. Other Comprehensive Income       
Items that will not be reclassified to    
Profit & Loss and its related income tax
The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.
  
(595.5)  (1,943.2)  (863.8.2) 
(69.4)  (227.7)  48.2
effect :  -  -  - 
i. Re-measurements of the
Defined Benefit Plans 
ii. Fair value changes on Equity
Instruments through other (664.9)  (2,170.9)  (815) 
XI  Totalcomprehensive income 
Comprehensive
Income/(Loss) for the year  (70,839.1)  (79,828.2)  (85,563.2) 
XII  Earning per equity share of face      
value of Rs. 10 each  (Rs.2.15)  (Rs.2.38)  (Rs.2.90) 
Basic Diluted  (Rs.2.15)  (Rs.2.38)  (Rs.2.90) 
Significant Accounting Policies             
Notes forming part of the Financial
Statements 

The project is designed and authored by: Dr. Suvendu Kumar Pratihari, Level: PG/ Doctoral/ Executive. At this present
form, the project demands learners’ quick understanding of the concepts and detailed investigation of what the company
claims the brand to be/ The communicated brand identity.