AIR INDIA UPS THE ANTE

Chocks-on                                                                  08 FEB, 2015

….with Designer Inflight Menu on a Cricket Theme During the World Cup !!!

 

A brilliant move ! Great imaginative thinking in a Long Time !! Excellent BRAND BOOSTING initiative by Team Air India.

Whilst the generative effect – revenue and traffic - may not be apparent immediately, but it marks the beginning of a SHIFT in the staid thinking of a ‘Sarkari ‘ mindset. Commercial thinking, Publicity and Brand Building, is an urgent imperative for Air India. Air India in one master stroke has accomplished multiple objectives, and proved its smart thinking viz., :

Sports have always been a favourite with Global Airlines for Brand building and Publicity. At last Air India joins its global peers to announce its arrival .

Indian Food, enjoys a ‘ GOURMET’ status all over the world.  Air India,  as India’s Flag carrier, enjoys an enviable distinction, of being the true custodian of the ‘ Original Indian Taste & Flavour ‘ . Exploiting this unique distinction, is a smart move, that will help AI in boosting Brand Air India, and once again re-establishing its credentials it was once famous for.

In-flight meals of Air India were once renowned globally. They were reckoned as AI’s USP. Food festivals on board Air India flights were a regular event at one time, and offered a unique inducement to passengers to ‘ taste ‘ ( fly ) Air India.

Air India should leave no stone unturned now, to highlight this initiative  in all the media in India. In a country where Cricket is an obsession, anything to do with CRICKET will definitely attract the maximum and widest attention in India and amongst all Indians, spread across the globe.

Lastly and most importantly, the Master Stroke !! Air India has, emphatically and loudly UNDERSCORED its arrival and long term presence on the Australia Route & in the Australian market. This message is more for Singapore Airline, who are the biggest player on this route. And now with VISTARA as their JV partner, they are getting more bullish and aggressive in this market.

Its time to check mate competition…….

Air India designs special menu for upcoming Cricket world cup

Raina's Cheesy Pull Shot, Sachin's Sweet Drive, Dhoni's Swashbuckling Super Sixer and Captain Smith's Catch of the Season are only some of the innovative dishes christened after the names of cricketers, which have been included in national carrier Air India's special menu, designed to celebrate the World Cup.

The menu will be served for the duration of the tournament – February 14 till March 29. Designed by the Oberoi Flight Services, the menu includes lunch, dinner and desserts. A beverage being introduced on their flights is the smoothie in a variety of flavours. Indian wines will also find a place on these flights.

At an event held in Delhi on Friday to mark the special menu, Rohit Nandan, CMD, Air India said: "The airline takes pride in its culinary offerings across the network. Now, with the increasing number of international travellers on Air India flights, along with the opening up of new destinations in the recent past, the airline will include more of the Indian cuisine."

Also launched on Friday, was a specially designed menu card for the occasion and cricket-specific nightwear for Business Class passengers.

Air India management has been making several efforts to turn around the airline into profitability. The airline reported a surprise net profit of Rs14.6 crore in December, from a loss of Rs168.7 crore in the previous year.

 

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source : DNA
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