Air India Set to Rebrand Loyalty Program as Maharaja Club

Featured & Cover Air India Set to Rebrand Loyalty Program as Maharaja Club

In recent years, Air India has undergone significant changes following its privatization, with its new owners striving to restore the airline to its former prestige. As part of the airline’s reinvention, a notable milestone on the horizon is the integration of Vistara into Air India. This merger will bring together two of India’s largest airlines under one umbrella, leading to several shifts in operations and branding.

One of the significant changes in the wake of this merger is the rebranding of Air India’s loyalty program. Presently, Air India operates its loyalty scheme under the name “Flying Returns,” while Vistara offers its program as “Club Vistara.” However, the airlines have announced that these two programs will soon merge into a single unified loyalty program, which will be renamed “Maharaja Club.”

While there is no definitive timeline for when this rebranding will take place, the change is set to align with the full integration of Vistara into Air India. This transition is expected to highlight the combined airline’s new direction and brand identity.

The Flying Returns program already saw a comprehensive overhaul several months ago, leading many to believe that the shift to Maharaja Club might focus more on a branding update rather than a complete rework of how the loyalty program functions. However, there is a possibility that certain elements from Vistara’s program could be incorporated into the new Maharaja Club structure, enhancing the overall experience for loyal customers.

From a marketing standpoint, this rebranding is viewed positively by many. The name “Flying Returns,” while functional, lacks a strong connection to India’s cultural identity. It could easily be a loyalty program for any generic airline, with nothing that distinctly ties it to India.

As part of its overall transformation, Air India has made it clear that it intends to emphasize its Indian heritage. This is evident in other aspects of the airline’s marketing and branding efforts. For instance, the airline recently introduced a new boarding track, which is uniquely Indian in both sound and spirit. Titled “India Takes Flight,” this track reflects Air India’s renewed focus on celebrating its cultural roots and standing out in a competitive global market.

The choice to rename the loyalty program “Maharaja Club” is in line with this broader strategy. The maharaja has long been a symbol of Air India, serving as the airline’s mascot for decades. Over time, this iconic figure has been modernized, but it still retains the essence of India’s rich history and royal heritage. The new name, Maharaja Club, not only preserves this connection but also elevates it, making the loyalty program distinctly Indian and unmistakably tied to the Air India brand.

In conclusion, Air India is preparing to rebrand its loyalty program from Flying Returns to Maharaja Club, a move set to coincide with the integration of Vistara into Air India. Although the exact timeline for the change has yet to be announced, it is expected to occur in the near future. Given the recent updates to the Flying Returns program, it’s unlikely that there will be significant changes to member benefits. Instead, this shift is viewed as a strategic branding decision, positioning Air India’s loyalty program as a more culturally resonant and distinctive offering.

As the airline continues to revamp its image, the introduction of Maharaja Club reflects its commitment to embracing its Indian heritage and creating a strong brand identity in the global aviation industry. This new loyalty program name feels more aligned with the airline’s legacy and future goals, and overall, it seems to be a change that both customers and marketing experts are enthusiastic about.

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