an an event that is six months old still make news? If it involves Air India and has not been reported in the media, certainly. DMA, a part of the Aliagroup, that describes itself as a branding services conglomerate, has been signed on by the national carrier as brand consultant. And while DMA is supposed to rejuvenate its image - and has announced this fact on its website - Air India has been curiously silent about this development.

Air India desperately needs a change of image - and service. Its share in the traffic to and from India has been steadily declining for years and stands at just about 25 per cent. Until now, the one factor in its favour was that it was an Indian airline, with Indian staff, food and passengers. Many felt comfortable with that thought. With the likes of Jet and Sahara going international, that USP won�t exist anymore. It is under more pressure than ever before.... more