JetLite to takeoff with a designer look

Jet Lite is the new name for Air Sahara, that was recently acquired by Jet Airways. JetLite is being positioned as a budget airline that falls between the low-cost carriers like Air Deccan and a full service airline like Jet Airways itself. At the same time, the competition in the skies has pushed Jet to go in for its first mutli-million dollar rebranding exercise since 1993.
For 14 years, Jet Airways' Naresh Goyal only believed in premium airlines. Now it's set to transform the newly acquired Air Sahara into a budget airline, as Jetlite. In 3-6 months, the company will rationalise routes and drop prices by 25% for the same.
Designed by Landor and Associates of London, ribbons of yellow have been added to the Jet brand now. Even the crew uniforms have gone in for a makeover. This rebranding promotion is on for a month on press, radio and internet. M&C Saatchi that bagged the Rs 50 crore Jet account in January is expected to release Jet's first television commercial in the next few months. And going forward, marketing spends will hot up, as Jet flies to big-ticket international destinations. Currently, it runs a daily service to Bangkok. The fleet of 20 new aircarft for international routes are also getting a facelift.
He's not a brand ambassador, but the celebrity board member, Shahrukh Khan displayed the new luxury offerings like private suites and in-flight entertainment for the international flights. Some of them will gradually find their way to the domestic fleet.
18/04/07 Molshree Vaid/Moneycontrol.com

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Categories: Air Sahara Apr 2007, Jet Airways Apr 2007, Jet Lite Apr 2007, New Apr 2007