IGNOU MNM 26 2026 - Rebranding exercises by Indian organisations (such as Air India, LIC,

Question

Rebranding exercises by Indian organisations (such as Air India, LIC, or Tata Group digital transformation) involve communication across multiple media platforms.

Analyse any one rebranding campaign and discuss how integrated communication strategies are used to ensure message consistency and audience acceptance.

(Relevant Units: Unit 11 - Branding Across Media; Unit 12 - Integrated Communication Strategies)

06 Jan 2026

Answer :

Word Count : 501

In the case of Air India's rebranding campaign, the company utilized an integrated communication strategy that effectively ensured message consistency and audience acceptance. Air India's rebranding was part of a larger digital transformation effort, aimed at revitalizing the brand's image, enhancing customer experience, and appealing to a more modern, tech-savvy audience. The strategy spanned across multiple media platforms, including digital, television, print, and social media, to create a unified message. The first key aspect of the campaign was the visual redesign of Air India's logo, which was updated to reflect a more modern and contemporary look. The color palette was refreshed, and the iconic Maharaja mascot was reinterpreted, aiming to evoke nostalgia while appealing to a younger audience. This new design was consistently communicated across all platforms—on the airline’s website, advertising materials, social media posts, and in-flight branding. By maintaining visual consistency, the brand presented a cohesive identity that was easily recognizable. Next, Air India implemented a content strategy that aligned its messaging with the company’s vision of modernization and customer-centric services. Social media channels played a pivotal role in

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