Air India’s New Ad Campaign: “There Is An Air About India”

Air India is currently undergoing major changes, as the airline has been privatized, and is trying to reinvent itself (though it’s all happening at a snail’s pace). Along those lines, the airline has just launched a new ad campaign, which I think is worth highlighting.

“There is an Air About India” ad campaign

Air India’s new ad campaign is called “There is an Air About India,” and it’s described as a tribute to the new India, which is “bold, joyous, confident, and resoundingly vibrant.” The campaign is supposed to “capture the essence of a nation on the rise that Air India is proud to carry around the world.”

While this campaign will also include print ads, the centerpiece of this is a rap-style soundtrack composed by music director Sneha Khanwalkar, with vocals by emerging rap artist Aarya Jadhao. The film “blends rhythmic storytelling, sharp transitions, and stunning visuals, capturing the soul of India, from bustling metros to remote heartlands.”

The intent is that “each beat and verse weaves together the diverse cultural fabric of India — its colours, cuisines, communities, and ambitions.” You can see the ad for yourself below.

Well done, Air India, this is a great campaign!

I think Air India’s new ad campaign is really well done — it’s captivating, colorful, and creative. Now, admittedly it doesn’t really highlight what makes Air India compelling, but instead the message basically seems to be “India is cool, and we’re the global airline of India.”

I suppose that approach makes sense, because so far Air India doesn’t actually have much to show off in terms of a widespread product improvement. It also differentiates Air India from India’s largest airline, IndiGo, which has a more regional network (though is also now getting into long haul flying).

You’ve especially gotta give Air India credit for this campaign when you consider where the airline came from. Just look at the below Air India ad from roughly a decade ago, which must rank in the top 10 most cringe airline ads ever.

Bottom line

Air India has launched its newest ad campaign, also expected to be one of the carrier’s biggest in history. The campaign is called “There is an Air About India,” and I’d say that it’s really well done, even by international standards (in contrast to many of Air India’s past campaigns).

What do you make of Air India’s new ad campaign?