Vistara Airlines
USP: Great flying experience, brand new flights, in-flight free meals from Taj (7-star hotel), In partnership with Singapore airlines, great customer service.
Current tagline: Fly the new feeling
The current tagline doesn't really say much. It's vague and unmemorable. Humans resist change in general - why convince someone to try something new that they may not like? A terrible flying experience could also mean 'new feeling'. Communication needs to be precise and clear especially when the stakes are so *high*
Proposed tagline: [Fly] Premium without the premium
Vistara is a premium airline carrier but their prices are almost as low as the low-price carrier in India. If you had one chance to capture someone's attention - you make them an offer they can't refuse.
BMW's tagline is "Sheer driving pleasure" - directly translating to their unique positioning.
FedEx' is "Absolutely, positively overnight"