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Air India leverages its impressive art collection to woo Kingfisher’s previous corporate clients

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Skift Take

An entire segment of Indian travelers are looking for a new carrier and Air India’s artwork will aid it in branding itself as a more refined, established service in comparison to the budget airlines.

— Samantha Shankman

Air India is leaning on its rich assortment of artwork, which includes thousand-odd paintings and sculptures by leading Indian artists…to bolster its corporate image.

As Air India ropes in more corporate clients with the fall of Kingfisher Airlines, which had the largest number of such fliers, artwork is also envisaged as part of marketing strategy to retain and expand this passenger base.

“Paintings have enormous corporate value. We could bring out limited edition of litho prints of say an MF Hussain painting and gift it to corporates. It would bring grandeur to our brand name. Many corporates adopt such practices,” the official said.

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