Akasa Air CMO discusses brand building through consumer experience

Akasa Air Chief Marketing Officer Naarayan T V has emphasized the importance of building brand salience through consumer experiences rather than relying solely on advertising. Speaking at the Social Samosa Festive Marketing Camp, he noted that for aviation brands, the festive season offers an opportunity to embed services into the cultural context of travel, such as family reunions and discovery.

As India’s outbound tourism market is projected to reach a valuation of $23.4 billion, T V highlighted that a brand’s promise must be supported by its service culture. In the aviation sector, employees and customer-facing teams are integral to the brand experience, requiring consistent delivery across all service touchpoints.