AI dumps 'image makeover' deal with Aussie co

Loss-making Air India on Wednesday said it has cancelled its controversial $1.6 million deal with an Australian firm to revitalise its brand identity for the upcoming Commonwealth Games.
"Following a review of the brand and identity management plans, the project with Cato Purnell Partners has been annulled," an Air India spokesperson told PTI when asked about the fate of the deal.
Sources said the agreement was cancelled last evening after a controversy broke out following a question asked in Rajya Sabha whether the ailing national carrier had entered into such an agreement.
In reply, Civil Aviation Minister Praful Patel had said "Cato Purnell Partners have been appointed by the National Aviation Company of India Ltd to revitalise its brand identity, and the fees payable to them would be around $1,612,750 plus taxes".
The Minister had said that the tie-up would help develop an identity and broader visual language that would allow NACIL to be seen as a meaningful partner to the Games.
04/08/10 PTI/Rediff.com

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Categories: Foreign Aug 2010, NACIL Aug 2010