Air Vistara is a girl!

That brands have personalities and attributes is well known. Brand custodians are taking the conversation a step further and assigning genders to them now. Joining the trend is the Tata Group-Singapore Airlines joint venture, Air Vistara. It's a girl.

The grand old lady of Taj Hospitality lends herself to the newbie airline. The branding communication for the airline has been designed keeping in mind the feminine form in mind, including the "sonic identity". Rajeev Raja and Mani, co-founders of BrandMusiq, an agency that specialises in creating the musical logos, have worked on creating a voice for the brand. One that consumers will hear every time they dial customer care for the airline or just after boarding and landing.

"Airlines world over have genders that become apparent in the way they speak to consumers. For example Lufthansa is male, Singapore Airlines is female. Air Vistara, combining the legacy of Taj and SQ (Singapore Airlines) is definitely a woman," says Mani.