lying, for many in India, is a dream; but flying Indian Airlines may not necessarily be their dream come true. That�s where the younger and savvier private carriers with their provocative discounts come in. To combat their banzai charge, the state-run carrier has launched, among other things, a new television commercial to "create an emotional connect with the viewers".

The advertising for Indian Airlines (IA) has always been print-heavy and has usually focused on the airline�s special schemes and its large network. The communication has largely been self-congratulatory, telling us that "when it comes to serving you, we believe in going beyond the skies". IA has indeed helped conduct troop movement in Kargil and flown in food, medicine and other necessities to calamity struck areas. "We have a nation to live up to," it said. While nobody would question IA�s patriotism, its level of service and hospitality have always been ... well ... the less said the better. ... more