Air India has rolled out a bold new campaign titled There is an Air About India, marking a significant cultural and branding shift that mirrors the country’s emergence as a confident, vibrant, and forward-looking nation.
The campaign serves as both a creative tribute to India’s pluralistic identity and a strategic statement of Air India’s ambitions under its ongoing transformation initiative.This striking multi-platform campaign — spanning outdoor billboards, print media, and a visually rich digital film — positions the airline not merely as a carrier of people, but as a custodian of India’s evolving story. Conceptualised in partnership with creative powerhouse McCann, the centrepiece of the campaign is a visually arresting digital film featuring a rap-style track composed by acclaimed music director Sneha Khanwalkar. With vocals by rising artist Aarya Jadhao, the soundtrack is layered with beats and lyrics that articulate the pace, texture, and soul of India.
From metropolitan skylines to the serene heartlands, from temple rituals to street performances, the film captures the full spectrum of India’s sensory and spiritual life. The visuals transition between choreographed traditional dances, bustling marketplaces, and soaring cityscapes, creating a rhythm that celebrates diversity, ambition, and cultural rootedness. At its heart, the campaign asserts: “There is an air about India” — a refrain that blends national pride with global aspiration, and one that Air India is intent on carrying across the skies.The release of this campaign is a part of Air India’s broader journey under Vihaan.AI, a five-year transformation plan that began after the airline’s historic return to the Tata Group in 2022. The initiative focuses on reimagining the airline as a world-class carrier that not only competes globally but also symbolises the emotional and aspirational spirit of India.
As part of this transformation, Air India has placed one of the largest aircraft orders in global aviation history, with 570 new aircraft being added to its fleet. A $400 million retrofit programme is underway to modernise existing planes, offering passengers enhanced comfort and cutting-edge service. Beyond aircraft, the airline is investing heavily in aviation infrastructure. South Asia’s largest aviation training academy is now being developed by Air India to train the next generation of pilots, engineers, and crew. Additional plans include a modern maintenance, repair, and overhaul (MRO) facility and a flying school to support India’s rising aviation demand.India, currently one of the world’s fastest-growing aviation markets, has seen the number of operational airports double over the past decade. In 2024 alone, over 350 million passengers travelled across Indian skies — a number expected to grow substantially in the years ahead. Against this backdrop, Air India’s brand refresh is as much a cultural project as it is a business strategy.
This campaign breaks away from traditional airline advertisements and reflects a new era in corporate storytelling, where branding goes beyond service offerings to embody national identity. For Air India, it is also an opportunity to reset perceptions, reconnect with younger audiences, and underscore its commitment to becoming not only a global airline but also a flagbearer of India’s global journey.
In doing so, the airline positions itself as more than a commercial entity — it becomes a medium through which India’s diversity, ambition, and optimism are flown across continents, one flight at a time.
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