Air India, the country’s premier international carrier, recently introduced its distinctive sound trademark, ‘India Takes Flight,’ showcasing the essence of a dynamic, vivid, and self-assured India.

The creation of this auditory brand mark is a collaborative effort, merging the talents of Grammy winner and celebrated artist Shankar Mahadevan, distinguished drummer and music composer Taufiq Qureshi, esteemed poet and scriptwriter Prasoon Joshi, and the prestigious Royal Philharmonic Orchestra based in London.

This musical piece is anchored in the classical Raga Yaman, known for its ability to enchant listeners universally. The inclusion of the Royal Philharmonic Orchestra aims to forge a universal anthem that extends a warm welcome to visitors to India and offers a comforting return tune for Indians living abroad.

“We wanted to create a melody that embodiedthe Indian spirit. We also wanted to capture a universality that brings people together.This musical odyssey accomplishes it expertly, and as the country’s flag-bearer, we are proud to carry this to the world,”Sunil Suresh, Head, Marketing, Air India, said.

Air India plans to gradually introduce this acoustic brand emblem throughout various aspects of the customer experience, from online interactions and advertising initiatives to lounge atmospheres and boarding melodies on flights.

In a recent initiative, Air India unveiled an in-flight safety video in collaboration with Bharatbala, Prasoon Joshi, and Shankar Mahadevan. This video, which is an integral part of the airline’s distinctive sonic branding, combines music and visuals to enhance passenger safety awareness.

Furthermore, Air India is in the process of refreshing its global brand presence, which includes the launch of a new user-friendly website and app, the introduction of new uniform designs for flight and cockpit crew by famed Indian designer Manish Malhotra, and the debut of its first Airbus A350 aircraft adorned with the new branding.

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