JetLite to beat the blues with a shade of 'blue'

By Abhishek Chanda , afaqs!, New Delhi | In Advertising | November 06, 2008
The airline has gone through a rebranding exercise amidst troubled times

Amidst & #BANNER1 & # all the turbulence that is rocking the Indian airlines industry, JetLite is promising serene blue skies in the days to come. The airline, Jet Airways' wholly owned, all-economy subsidiary, has unveiled a new product and brand identity as part of a rebranding exercise initiated several months ago. The logo and brand design are by Landor, a WPP owned entity which specialises in branding and designing.

Apart from the rebranding exercise, Jet Airways initiated some changes a few months ago by awarding both the mother brand's and JetLite's creative duties to the Interpublic Group (IPG). In India, this business will be handled by a new Indian entity, Altitude, which will operate as a special arm within the McCann Worldgroup established by IPG for the region.

Commenting on the new brand identity, Wolfgang Prock-Schauer, chief executive officer, Jet Airways, says in an official communiqué, "With the launch of the new JetLite, we hope to create a brand that is fresh, strong and vibrant, drawing on the strong positive associations of its parent company in the minds of the travelling public, while retaining its unique individual identity. In the days to come, we are confident that JetLite will emerge as the carrier of choice in the value carrier segment."

The colour light blue in the new logo represents the sky and symbolises optimism and calmness. The word 'Lite' has been raised to connote an uplifting and brighter choice, with the use of yellow further strengthening it by implying radiance and brightness in the new brand offering.

JetLite will also introduce a new uniform for the cabin crew and a new website, besides progressively upgrading the interiors of the aircrafts in its existing fleet as a part of its rebranding exercise.

It currently operates a fleet of 24 aircraft, which includes 17 aircraft of the Boeing 737 series and seven of the Canadian Regional Jet 200 series. The airline flies to 30 domestic destinations and two international destinations (Kathmandu and Colombo). With the acquisition of JetLite, Jet Airways has a combined fleet strength of 109 aircraft.

Landor was instrumental in helping Jet Airways reinvent itself some years ago and positioned it at the time as a leading international brand that embodied the spirit of 'New India'. The firm operates in the subcontinent from its Mumbai office. Some of its key clients include Godfrey Phillips, the Hindustan Construction Co., the Taj Group of Hotels and Reliance ADAG.