March 27, 2007: India’s largest private airline is going in for a make over. It has been reported that by next month, the Naresh Goyal-promoted Jet Airways will see a fresh re-branding exercise in its stables. The move is aimed at projecting a fresh corporate image, it is learnt. Jet is also planning to launch its much-delayed US service soon.

The re-branding will see the airline's cabin crew will sport new uniform an also the airline will go for a new international advertising campaign to reposition itself as a global carrier, said a report. It will also have a celebrity brand ambassador. With this in mind, the Jet brass has roped in M&C Saatchi's India wing. Meanwhile, the re-branding exercise will be kick started by the US-based Landor Associates, it added.

Analysts believe that the new move at Jet follows competition from a handful of domestic carriers. It is common knowledge that Indian airline majors like Kingfisher Airlines as well as international carriers like Virgin Atlantic, Emirates and Continental Airways have been posing a challenge to Jet. The airline’s Mumbai-Newark service is expected to take off in July.

According to the report, the re-branding of Jet will see the introduction of first-class category in its B777 planes. Beside, the seats for the first, executive and economy classes would feature advanced technology supplemented with new in-flight entertainment, the report said quoting a Jet source.

Among its new services, Jet has lined up a Mumbai –San Francisco fight via Shanghai. This is expected to begin by this October. It is also looking at destinations like Rome, Zurich, Munich, Frankfurt, Canada, South Africa, Kenya, Mauritius and China, the report added.