Tata-Singapore Airlines seeks catchy brand name for venture

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Tata Sons Ltd and Singapore Airlines Ltd’s (SIA) joint venture has asked advertising agencies to create a catchy new brand name that will reflect the freshness of the proposed full-service airline instead of using the established and trusted Tata or Singapore Airlines brands.

The proposed airline, which is awaiting final clearances from the government, has approached two advertising agencies to suggest a new brand name ahead of its launch, according to two people close to the development who declined to be named.

Spokespersons for Tata Sons and Singapore Airlines declined to comment on the development.

The new name will not bear the names of the two partners, but will reflect freshness and connect to Indian flyers.

“An established family name like Tata, trusted since 1868, may have greater cache. Singapore, a brand name that connotes quality, may have greater resonance. The third alternative could be a brand name that connotes a philosophy and is backed by the established names, for example, Tanishq or Titan,” said Kiran Khalap, co-founder of Chlorophyll Brand and Communications Consultancy Pvt. Ltd.