Two advertising agencies have been asked to come up with a fresh brand name for a new full service airline by Tata Sons Ltd and Singapore Airlines Ltd (SIA).
The joint venture between Tata Sons (51%), holding company of the Tata group, and SIA (49%) have decided against leveraging on either one’s established brand names for the proposed new airline, with the proposed name having to reflect freshness and connect to Indian flyers.
A new name will avoid complications like brand baggage when offering the new service, while enjoying the back-end support afforded by both partners.
This is the Tata-SIA’s third bid at starting a new airline, after two previous unsuccessful attempts, which it plans to launch in the beginning of the next finacial year pending clearance by the authorities.
Tata-SIA plans to lease 20 A320 aircrafts for the new airline.
Air India Ltd, nationalized in 1953, was originally known as Tata Air Lines before the name change in 1946.
SIA, on the other hand, has three associate airlines which don’t bear its brand name — regional carrier SilkAir (Singapore) Pte Ltd, budget carrier Tiger Airways Singapore Pte Ltd and ultra low-cost carrier Scoot Pte. Ltd.
Source: livemint.com
Photo: SIA Facebook page
