How Vistara soared to new heights in brand consistency

Air India has completed its legal and operational merger with Vistara, marking an end to the latter's reign over India's airspace.
Vistara, which took its final flight on November 11, 2024, from Mumbai airport at 10:50 PM, has left an indelible mark behind in the aviation industry, especially in terms of branding

On their last flight, the brand gifted each of their passengers a model plane of Vistara as a souvenir and the crew members played the song ‘Kal Ho Naa Ho’, making the spirit of the brand live in the hearts forever.

The merger between Vistara and Air India marks a transformative moment in Indian aviation and underscores the Tata Group’s ambitious strategy to strengthen its foothold in the industry. By integrating Vistara’s brand reputation for premium service with Air India’s expansive reach, Tata is not only expanding its market presence but also setting the stage to compete more aggressively with global and domestic carriers.

Vistara successfully built a cohesive, undiluted perception as India's premier airline, ensuring that consumers always see it through the lens of a sophisticated, uniquely Indian luxury brand. The merger with Air India brings valuable branding lessons that can resonate across the industry. Here’s what experts said:

Rohit Ohri, FCB Global Partner
The biggest lesson brands can learn from Brand Vistara is creating a seamless brand experience. Every single customer touch point of the brand delivered a world-class experience. From online booking to check-in to boarding to in-flight service to baggage collection... customers felt the Vistara magic all the way. At FCB, we created a strong visual identity for Vistara. This aided the consistency of brand tone and manner.

Sandeep Goyal, Managing Director, Rediffusion
Consistent quality, no negative surprises and WYSIWYG - what you see is what you get. Vistara was understated in what it promised and it made sure it delivered to those expectations consistently and continually. Kingfisher started on an exalted high but then standards started to plummet and spiralled downwards quite quickly. Vistara was ‘very good’, perhaps never ‘excellent’ - but it maintained that ‘very good’ standards at alltimes.

Arnab Ray, Creative Director, Landor & Fitch, India
From a branding perspective, Vistara stands out for its remarkable consistency. Once a brand is positioned within a particular segment or to evoke a specific perception, maintaining that image across years and customer touchpoints is essential. Without consistency, a brand can quickly lose its identity and risk diluting the perception it aims to uphold. Vistara has done a commendable job of keeping its premium, full-service airline image intact. Every aspect—the staff’s demeanour, the ambience, the service design—reflects a unified sense of exclusivity and sophistication, setting Vistara apart as a class above. The choice of purple and muted gold in its branding was deliberate, exuding a sense of subtle luxury. These colours signify innovation, exclusivity, and royalty without overt gaudiness, creating a strong association with premium service. The Indian-inspired Mandala logo further reinforces this with its blend of cultural elegance and modernity.

N. Chandramouli, CEO, TRA Research
Vistara has consistently set benchmarks in the aviation sector, not just through its operational excellence but also via its brand strategy. One key lesson that brands can learn from Vistara is its commitment to delivering a premium customer experience across all touchpoints. From the outset, Vistara positioned itself as a full-service carrier offering a unique blend of luxury and efficiency.
This is reflected in its seamless integration of superior in-flight services, personalised customer care, and a refined loyalty program. The brand's focus on creating memorable journeys—rather than merely selling tickets— has resulted in strong customer loyalty.
Moreover, Vistara's branding strategy goes beyond its services. Its communication consistently emphasises trust, quality, and innovation, which aligns with its tagline, “Fly the New Feeling”. Whether through advertising, social media engagement, or in-flight announcements, Vistara ensures its brand voice remains consistent and aspirational, targeting discerning travellers who value more than just the destination. In today’s competitive landscape, this emphasis on holistic customer experience and brand consistency is
something every brand can adopt to foster loyalty and differentiation.

Shradha Agarwal, Founder & CEO, Grapes
One word: Equity. Right from their seats to their food, people travel with Vistara because they just don't want an on-time flight, they want to live the whole experience of better seats and hospitality, in-flight entertainment along with free and good food.
This experiential experience also transpires for them beyond the inflight experience through the entire booking process that is seamless and intuitive, offering a variety of flexible options and personalised preferences. Extended with the airline's efficient baggage handling and prompt arrival services ensure a hassle-free conclusion to the journey. By consistently delivering a superior passenger experience, Vistara has redefined the standards of domestic air travel in India, making every flight a memorable and luxurious affair