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Over 21,000 employees of government-owned Air India, including around 2,000 stationed abroad, would now promote 'brand Air India' through the use of specially-designed sun shades, carrying its advertisement on the rear windshield of their cars.
To begin with, the carrier has already rolled out 10,OOO large size stickers, carrying advertisement of the proposed New Delhi-Madrid flight as well as the New Delhi-San Francisco flight, which is going to be six times-a-week from next month, as well as brand Air India, which are being provided to the employees for the purpose.
"We have around over 21,000 workforces, including the officers. And if these employees use these stickers on their vehicles, they will be taking the brand where ever they travel to. We will also be promoting the brand this way abroad as about 10 per cent of these employees are working overseas," an Air India spokesperson said.
He said the move is aimed at promoting the various offerings of flag carrier and advertisement content on these stickers would keep changing with time.
"If tomorrow Air India decides to launch a new flight or a discounted fare scheme, the sticker accordingly will have that," he said.
He said that the stickers are being provided to the employees in a phased manner, adding, "it is only voluntary and not mandatory."
The government-owned airline, which has for the first time in a decade reported an operating profit of Rs 105 crore in the last fiscal, is currently surviving on a Rs 30,231 crore bailout package.
The state-owned airline, which is working on ways to improve its financials, had an operating loss of Rs 2,636 crore in 2014-15.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)