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Ray + Keshavan | Brand Union creates Tata Singapore Airlines’ ‘Vistara’ brand

The agency was mandated to develop the airline's strategy, name, visual identity and brand experience

BestMediaInfo Bureau | Mumbai | August 13, 2014


The Tatas are once again entering the Indian aviation space, this time with Singapore Airlines. Tata Singapore Airlines Ltd entrusted Ray + Keshavan | Brand Union to create the brand for the new airline – Vistara. R+K | BU developed the strategy, name, visual identity and brand experience for the full-service airline.

Simon Bolton, CEO of Brand Union worldwide, said, “We are delighted that the Tata and SQ teams picked R+K | BU after considering bids from all the leading agencies in the world. It is a matter of great pride for us.”

Every single aspect of the full service airline will reflect its global standard and Asian soul. The soul comes through in the selection of the name. R+K | BU looked at names which were Indian in origin but could be pronounced by a global audience. After phonetic checks in over 20 countries they decided on the name 'Vistara', which is derived from the Sanskrit word ‘vistaar’ or infinite expanse. The name comes across as a perfect fit because the image one gets in a smooth flight is that of an endless, blue horizon.

The Vistara star is derived from a yantra, an ancient symbol that depicts an unbounded universe in a perfect mathematical form. At its heart is an eight-pointed star derived from the compass rose that signals the brand’s commitment to excellence in everything that it does.

R+K | BU has also looked at the brand positioning. They hope to bring back the charm of flying with individualised treatment and not focused on seat numbers.  It will provide seamless flying experiences, thoughtfully delivered.

Sujata Keshavan, Chairperson, R+K | BU, said, “This was not just another branding project for us – we are all very emotionally vested in it. We know that with Vistara, we are creating an Indian brand that will dominate global skies.”

Brand Union was born in India with the acquisition of Ray+Keshavan, the country’s pioneering brand and design consultancy. Its clients include industry leaders across multiple sectors, such as Infosys, Airtel, Kotak Mahindra Bank, Titan, GSK and Unilever.


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