Air India cooks up novel idea to promote brand

National carrier Air India has decided that those of its employees who get reimbursed for fuel consumption will paste airline stickers on their cars to promote the airline and its new products and services. Fresh stickers will be given to employees each time new services/destinations are announced.

According to senior officials, promoting Air India as a brand and its products by the airline's own staff would give it publicity in a cost-effective manner. \"Nearly 8,000 to 10,000 of the national carrier's employees are entitled to travel allowances. Hence, it has been decided to utilise such employees' vehicles for the airline's betterment,\" said the Air India spokesperson.

At present, Air India has 22,000 to 25,000 employees of which, more than 8,000 get travel and fuel allowances. \"This is a way to promote our brand and employees will have to follow it. A notice in this regard will soon be sent out to all employees.\"

Chairman and managing director of Air India, Ashwani Lohani, is scheduled to fly to Mumbai to personally ensure that all 1,300 stickers for an upcoming service are pasted by employees on their four-wheelers.