Air India has released its latest ad campaign, including a clever new video spot that attempts to market Air India by marketing the nation of India.
Clever New Air India Ad Campaign: “There Is An Air About India”
As Air India describes it, the ad captures “the essence of a nation on the rise that Air India is proud to carry around the world.”
- The ad’s centrepiece is the rap-style soundtrack composed by music director Sneha Khanwalkar
- It includes vocals by emerging rap artist Aarya Jadhao
- Each beat and verse “weaves together the diverse cultural fabric of India — its colours, cuisines, communities, and ambitions.”
Air India boasts, “The film blends rhythmic storytelling, sharp transitions, and stunning visuals — capturing the soul of India, from bustling metros to remote heartlands.”
That’s all marketing fluff, of course, but I quite like the ad…even though it doesn’t actually make a case for Air India itself. I had a perfectly pleasant flight on Air India last time I flew through India, but we know many have had poor flights and the Tata-owned carrier is still very much in rebuilding mode as it seeks to transform from troubled to terrific.
What A Difference A Decade Makes…
One Mile At A Time reminded me that Air India has come a long (L…O…N…G) way from its former laughably amateur ad campaign of 2015:
“Are you Indian?” Can you say cringe?
Pathetic is too kind of a word for that ad.
Good job Air India on coming a very long way (and of course, it helps that Air India partnered with creative agency McCann for its latest campaign).
CONCLUSION
I’m quite excited to see what Air India is going to do. It makes sense now to focus on India itself versus the airline when the airline product is so inconsistent, and I have to admit…the ad effectively makes me think about visiting India.
And yes, folks, when I fly to India for my Emirates trip next year, I hope to fly on Air India (especially since I missed the Etihad award space by a few minutes…). That should be fun.
What do you think of the new Air India ad campaign?
Sensually beautiful and well done. Each scene could be a stand alone ad. They got their money’s worth.
Did they really need to put the rocket in there? LOL
Hail Bharat!
Ad is nice and all but is it really changing behaviors today? I doubt it.
I’m heading to India this winter, and was very much thinking about routing with Air India, but ultimately all of the negative reviews got to me. What pushed it over the edge was The Flip Flop Traveler’s video about having his identity stolen by Air India through an Aeroplan redemption (this was 9 months ago and post-Tata). While I would be more tempted to fly Air India if part of my job was to review airlines, as someone who just wants to get there in relative comfort, booked myself on BA through LHR for 70k AA points and on the way back trying out the Finnair no-recline seat through HEL for 42.5k AA points and then after a day or so in London heading home from LHR on VS for 29k points (was less with Chase transfer bonus). Could have spent 90k aeroplan on AI business or 110k first each way, but… I’ll pass this time. Maybe in a few years once the turnaround is further along.
That said, IndiGo keeps picking up market share and now controls 65% of the domestic market in India. Pretty telling. Their long-haul ambitions have yet to get off the ground though (will have to do better than a Norse wet lease and government is making them cancel Turkish wet lease).
I wish Air India well and hope that between Tata and 25% SQ ownership, the Air India of 2035 will be fantastic!
I have a retro Air India poster in my house that says “there’s an Air about India.” This is a revival of an old ad campaign.
I refuse to go to India, From my television searches, I have discovered you cannot use the toilets there. George can’t be wrong.
With all the rightfully earned horrible publicity Air India has received, I wouldn’t consider flying them based on their attempts at reimagining through PR! Everything there needs an overhaul, safety, cleanliness, and a track record of improved performance is what it will take to turn them around. Until then beautiful photography and models with promises only do little.
Doesn’t India have some of the most polluted cities in the world? “Air about India” seems like its setting itself up for a punchline.
Nope. Couldn’t pay me money to fly Air India.