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The control of the state-run airline Air India was handed over to Tata Sons on January 27, 2022, by the Government of India. Air India had returned to Tata Sons with a severely dented reputation, being known for bad service, frequent delays, and flight cancellations. Therefore, rejuvenating Air India would be a daunting task. Some industry experts felt that the takeover of Air India was the best chance the airline had of a commercial revival; others were not so optimistic. Despite the lingering skepticism, the chief executive officer of Air India was confident of an effective turnaround. He wanted to capture 30 per cent of India's domestic aviation market in the next five years and brand Air India as the carrier of choice for passengers worldwide. He wanted Air India to compete against world-leading airlines such as Emirates and Singapore Airlines. However, he had some questions to resolve. What strategies should Air India adopt to undergo such a drastic brand repositioning? Could Air India revitalize its brand and become a leader among the world's top airlines?