India, India’s international airline, unveiled a signature monitor defining its sonic identification, ‘India Takes Flight’, reflecting the sound of a daring, vibrant, and assured India. Air India’s new sonic identification 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 identified 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 appearing as a homeward melody welcoming Indians from world wide.
“We wanted to create a melody that embodied the 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, stated.
Air India will progressively roll out diversifications of the sonic brand identification throughout the visitor’s journeys, ranging from digital touchpoints and advertising and marketing campaigns to airport lounges and inflight boarding music.
Last week, Air India launched its Safety 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 brand sonic.
Additionally, Air India has began the rollout of its new international brand identification throughout visitor touchpoints, launched a new consumer-facing web site and cell app, unveiled a 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: “Much like the new India, this track is bold and confident, and at the same time, strongly connected to its rich culture and heritage. I was looking for a melody that celebrated the depths of Indian classical music, while sounding warm and inviting. It was an incredible collaboration, linking the best of India to the rest of the world. If you are a musician, you felt like contributing, and if you were in the audience, you felt like joining in.”
Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific, CEO & CCO McCann Worldgroup India: “I am incredibly honoured to be a part of this collaboration that embodies Air India’s new global brand identity. Air India always had a sense of rooted cultural ethos. This ethos is not inward looking but connects and welcomes the world. This track signifies Air India the brand on the ascent, one that emanates from the roots but goes on to embrace the skies.”
Taufiq Qureshi, ace Percussionist & Djembe Maestro, and an acclaimed composer: “It was exhilarating to collaborate with creative and musical maestros from across the world, and that too for a legendary brand like Air India. It’s an incredibly moving track, and extremely universal. Its themes of flight, hope and ambition resonate not just with Indians but also the citizens 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 identity has been a great privilege. The fusion of our orchestra’s classical heritage with the soul of Indian melodies creates a sound that speaks volumes about the shared human emotion of aspiration and flight. We have no doubt it will resonate with hearts and minds around the world.”
