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Oman Air: The New Wings of Oman February 24, 2008

Posted by Arun Rajagopal in Advertising, Oman, Travel.
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My latest campaign at Wunderman Oman is one of the most exciting projects I have ever worked on. It has been exciting, hectic (explains the blogging hiatus) and a great learning curve.

After all, it’s not every day that you get to work on the rebranding of a country’s national airline.

Particularly gratifying for me is that I have worked on this brand for the last 3 years, across 2 agencies. It gives you a great high to watch an airline take off in new colors, especially when you have played a role in its ‘vibrant, new journey’.

The New Wings of Oman

Welcome to the new wings of Oman Air, the national carrier of the Sultanate of Oman.

The rebranding exercise became essential as Oman Air has changed its focus from being a leading regional airline to a competitive global player.

The airline is currently expanding its wings with an ambitious fleet expansion programme and launch of new destinations (9 cities in 2007).

Our campaign delved into the psyche of Oman as a traditionally friendly and hospitable nation to create the message that as ambassadors of the nation, Oman Air brings élan, friendliness and warmth to flying.

The revitalized brand identity features the Oman Air logo as a contemporary rendition of Frankincense smoke. Frankincense is one of the most evocative expressions of Oman’s vibrant heritage and culture.

Those familiar with Arabian history will know the significant role frankincense has played in Oman’s history. Today, burning incense is an inseparable part of Omani life and is indicative of the country’s enduring traditions of hospitality.

A high-profile corporate branding and aircraft livery unveiling event (with laser show and the works) was held yesterday at the Shangri-La’s Barr-Al Jissah Resort and Spa, Muscat. The ‘New Wings of Oman’ press campaign was launched across Oman today.

TV spots unveiling the new look of Oman Air will roll out across the Middle East this week. Communications across diverse media – print, outdoor and digital will follow.

Here’s the print campaign & logo rationale of ‘The New Wings of Oman’…

Teasers 1, 2,3:

The New Wings of Oman - Teaser 1

The New Wings of Oman - Teaser 2

The New Wings of Oman - Teaser 3

Launch Ad – Double Spread:

The New Wings of Oman - Launch Double Spread - Cover

The New Wings of Oman - Launch Double Spread

The New Wings of Oman - Launch Double Spread - Back

Logo Rationale Book (Giveaway in a wooden box of frankincense):

The New Wings of Oman - Logo Rationale

Watch this space for more news on ‘The New Wings of Oman’ campaign.

Update: TBWA/Zeenah, a leading agency in Muscat designed the new logo and livery of Oman Air, while Wunderman Oman developed brand communications for other media through ‘The New Wings of Oman’ campaign. Hat tip to Ivan Sidzhakov at TBWA/Zeenah, who worked on the new logo.

Is Internet good for children? January 16, 2008

Posted by Arun Rajagopal in Conversations, Digital, Healthy Living, Oman, Social Media.
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Urbane January 2008 article


I recently wrote an opinion piece for Urbane, a leading lifestyle magazine in Oman. (Jan 2008, Annual Issue).

It was a column called ‘Over the table: View from this side‘ where two people discussed about the pros and cons of a particular issue. I’d to say ‘aye’ to the issue: Is the Internet good for children? & ‘nay’ to: Is there more harm than good for them?

Rekha Baala, the opposing advocate, had a very useful perspective where she said: The lessons of life are best learnt in the offline world.

In this blog post, I’m inviting 6 bloggers who can comment better on this issue.
Amy Jussel
, Tim Jackson, Drew McLellan, Greg Verdino, Robyn McMaster & Luc Debaisieux. Looking forward to hear your perspectives, as well.

Here’s a more expanded version of my article for my blog readers.

How good is the Net for kids?

Depends pretty much on how they use it. They are on Chat, Instant Messaging, Email, MySpace, Facebook, P2P networks, YouTube, and more.

The conversational nature of interactive online media has Y-Geners in raptures. The benefits of going online are aplenty: Information. Knowledge. Entertainment. Conversations. Creativity. Validation. Self-Expression. How does it feel to have the world at your fingertips?

The use of social media – from blogging to online social networking to creation of all kinds of digital material – is central to many teenagers’ lives.

A recent PEW Internet & American Life Project Report on Internet usage among teens in the USA tell us that: 93% of teens use the Internet, many to share something they have created (39%), publish their own online journal or blog (28%), and interact with other people on social network sites (55%).

How cool is that? Today, young ones have taken to the Net like ducks to water. You just can’t keep them away from the pond. What you can do is help them navigate the waters better.

Parents and educators have a very important role to play in making Internet usage a responsible, productive and enjoyable experience for children. It starts from checking up on and regulating their Internet usage, and setting standards for content accessed as well time spent online.

Here are a few useful tips:

  1. Be an online mentor to your kids, especially if they are under the age of 10. Browse websites and online resources of interest together. Have a fixed time out on the Net. Stay involved with your children’s online lives.
  2. Have standard security, content and privacy filters and controls on your computer.
  3. There are many online support resources on issues such as Parent and Teen Internet Use; Objectionable Content, Online Stranger Contact; Cyber bullying; and Online Privacy.


The Reds are coming to Muscat November 10, 2007

Posted by Arun Rajagopal in Conversations, Oman, Pot Pourri.
Tags: , , ,
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Crank up your speakers and check out this video.

Now imagine all this action happening a few kilometers away from where we live, right here in Muscat.


The action is just a few days away. The world-renowned UK Red Arrows are performing a breathtaking aerobatic display in Muscat on Monday, 19 November. They look forward to paint the town red, by all means.

The Reds have dedicated their show as a tribute to His Majesty Sultan Qaboos, the ruler of Oman and the people of Oman on the occasion of the country’s National Day (the Sultan’s Birthday).


The Reds last performed in Muscat in May 2006 – a stunning display of aerial maneuvers that had thousands of people throng the beaches and rooftops along Qurum.


The Red Arrows commence their 23 minute act at sharp 4pm along the Shatti Al Qurum beach. The air show will be followed by a reception for 1000 guests hosted by British Ambassador Dr Noel Guckian, OBE.


The Red Arrows are currently on a six-week goodwill tour of 13 countries in the Middle East and the Far East, where they will perform their famous display a total of 18 times.

Since their formation in 1965, the Red Arrows have flown over 4000 displays in 53 countries. The Reds consider Oman to be one of their favorite destinations. They are in fact unveiling a brand new aircraft livery this year, considered to be the first major permanent alteration in their fleet since 1979.


The Red Arrows fleet comprises 9 BAE Systems Hawks, with a top speed exceeding Mach 1.2 and are equipped with Roll Royce Adour engines producing 5,200 lb of thrust. During the Red Arrows’ 23-minute display, pilots pull up to eight times the force of gravity, showing off the aircraft’s power and maneuverability.


Wing Commander Jas Hawker aka Red 1 is the team leader of Red Arrows.
“We are proud to represent the UK overseas.” says Wing Commander Hawker, “We hope to demonstrate the very best of British to millions of people in the countries we will visit, both in terms of the skill of our people and of the quality of the Hawk aircraft that we fly.”

Click here to visit the Red Arrows website.

I’ll soon be back with another post where I will talk about some Red Arrows trivia, the BAE Hawk aircraft and a few of their breathtaking maneuvers.

Enjoy this Red Arrows slide show.