Air India New Design Unveiled: McCann's 'Talisman' Film

In May 2023, the globally recognized McCann Worldgroup secured the creative communication mandate for Air India, showcasing their expertise in innovative communication strategies. This partnership marked a significant milestone in Air India new brand identity. The collaboration resulted in the unveiling of a remarkable creative venture that introduced a fresh outlook for the airline. The central piece of this venture, titled 'Talisman,' is a captivating film that stands as a symbol of Air India's ongoing transformation.

A New Dawn: The 'Talisman' Film

At the heart of this creative endeavor lies the inspiration drawn from Air India's aircraft windows, particularly the distinctive jharoka. McCann Worldgroup ingeniously reimagined this feature, crafting a luminous golden emblem that embodies boundless potential – a symbolic "Window of Possibilities." The film 'Talisman' revolves around the enchanting tale of a young girl who stumbles upon this magical emblem. As she interacts with it, a portal to a future filled with infinite prospects opens before her eyes. This blending of emotion, innocence, and magical realism not only showcases Air India's rejuvenated identity but also resonates with a global audience.

Air India New Design : A Creative Challenge with a Human Touch

Prasoon Joshi, the chief creative officer of McCann Worldgroup India, reflects on the unique storytelling challenge presented by the project. Joshi emphasizes the importance of establishing a human connection rather than solely focusing on revealing the brand's identity. He acknowledges the passionate collaboration between McCann, Air India, and director Arun Gopalan, which successfully transports viewers into a world of innocent charm and imagery. The film effectively conveys the concept of "windows of opportunities," ultimately leaving a lasting impact on the audience.