The tail that tells you a story!

TDT | Manama

Email: mail@newsofbahrain.com

Before travelling to a foreign country, most of us make a little extra effort with our appearance.

Men may get a haircut, trim their beards and choose good clothes for the journey. Women, too, may visit a salon and wear something stylish and presentable.

I have often wondered: why do we do this?

Perhaps the answer is simple. When we travel abroad, consciously or unconsciously, we know we are presenting ourselves before a different audience. We want to look respectable. We want people to have a good impression of us, our families and, in some small way, the country and society we come from.

You rarely see an international traveller deliberately arriving at an airport looking shabby or careless. Regardless of profession, income or social background, most people try to present the best version of themselves.

In today's language, we could call it branding.

And if individuals understand the importance of presentation, shouldn't major institutions representing a country understand it even better?

Recently, while preparing to board an Air India flight to Bahrain, I found myself asking an uncomfortable question: Does our national flag carrier always reflect the India we want the world to see?

My journey began with an unfortunately familiar experience.

I arrived at the airport on time. First, we were informed that the flight would be delayed by an hour. Then another hour. The delay eventually stretched to four hours. Finally, passengers were told that the flight would depart only the following day.

Having experienced similar situations before, I was almost mentally prepared.

But what surprised me more came the next day.

As I approached the aircraft for boarding, my attention immediately went to its exterior. The tail section looked badly worn and poorly finished. It appeared that an earlier design or marking had been removed, leaving visible patches and adhesive-like marks behind.

Standing among several clean and smart-looking aircraft at Bahrain airport, this Air India aircraft looked distinctly tired.

And that bothered me.

Not simply because I was a passenger, but because of what the name Air India represents.

The Government of India no longer owns Air India; it returned to the Tata Group in 2022. But millions of people around the world may not think about ownership when they see an aircraft carrying the words Air India.

They see India.

That is the power — and responsibility — of the name.

So I found myself wondering: how much could it cost to properly repaint, repair or finish an aircraft exterior before sending it to international airports?

Surely the issue can't be money alone.

It is about perception.

When an Air India aircraft lands in London, Dubai, New York, Singapore or Bahrain, it is parked alongside airlines representing many other countries.

For thousands of passengers walking past, that aircraft becomes a moving billboard carrying one very large word: INDIA.

Just as we look into the mirror before leaving home for an international journey, perhaps every organisation carrying the country's name should occasionally do the same.

Because appearance matters. Service matters. Punctuality matters. Safety matters.

Yet, despite my disappointment with Air India, I found a very different reason to feel proud.

Captain Smit Machchhar, an Indian pilot flying a flydubai aircraft from Dubai to Tel Aviv, was hailed for his courage after his co-pilot allegedly attacked him inside the cockpit and the aircraft reportedly plunged thousands of feet. Despite suffering multiple stab wounds, Captain Machchhar helped ensure that others could intervene and the aircraft was brought safely under control. Around 174 passengers were reportedly on board.

It was a remarkable display of courage under extraordinary circumstances.

And perhaps there lies the contrast.

A brand is not created only by a logo, a painted tail or an expensive advertising campaign. Sometimes, a nation's strongest brand is created by the character of its people.

Today, for me, Captain Smit Machchhar was Brand India.

(The author is the Chairperson and Managing Director of The Daily Tribune)