How often have you seen people attending concerts and jamming with trolley bags and travel suitcases in tow? With Bangalore International Airport Limited (BIAL) creating a concert like atmosphere outside the airport premises, this is fast becoming a common sight. After launching a customized fragrance and giving itself a sonic identity, this is part of BIAL’s attempt to make the airport go beyond just a place of connectivity, by converting it into a unique experience zone. In conversation with Hari Marar, MD & CEO and Shalini Rao, CMO of BIAL.
Q] You have just given a sonic identity to Bengaluru Airport, one created by Rajeev Raja and BrandMusiq, soon after launching a customized fragrance. What was the thought behind adding a musical touch to a functional hub for travel?
Shalini: Senses trigger emotions in a big way, so through our campaign ‘Feels Like BLR’ we attempted to trigger multi-sensory reactions by first launching a fragrance. Hotels have done it, malls too, so why not an airport. However, this is the first time that an Indian airport has launched a sonic identity. Last year, we launched the Bengaluru Airport Anthem, created by Grammy Award winner Ricky Kej, we’ve taken that as inspiration for our sonic branding. We will be using several touchpoints to leverage it considering we have such a vast real estate, for e.g., E-gates, security channels, DigiYatra kiosks, in addition to caller tunes, IVRS when you call the airport, QR codes which will lead you to our sonic identity, YouTube etc. We will also use it at the end of our brand films, in social media posts, etc. Largely Radio, Digital medium, audio streaming platforms, social media and our Pulse app will be the big platforms to promote this.
Q] From Changi airport, to Tampa airport in Florida, several airports have launched a unique fragrance internationally, similarly sonic identity has found its way from Singapore Airlines to Air India Express, in what way are you seeing these two factors increase the traveller affinity to BIAL in the past few weeks since the launch? Is it a must for big airports?
Hari: Airports today are no longer judged only by efficiency of operations; they are seen as experience hubs where every detail matters in shaping the traveller’s journey. As Shalini mentioned, we have recently introduced our own fragrance, Dancing Bamboo, and our sonic identity, Rhythm of BLR, as part of building a distinctive and recognisable identity. These sensory cues are designed to make the airport experience more personal, while embodying the ethos of Bengaluru, something that we can distinctly call our own. Since the launch, the feedback has been very encouraging. Travellers have shared that these elements give them a sense of belonging and make their journey feel distinctly connected to the airport. Such initiatives, while not mandatory for every airport, play an important role for international hubs. They help build loyalty, strengthen recall, and ensure the airport is seen not only as infrastructure, but as a brand that travellers connect with on an emotional level.
Q] India has become the third-largest domestic aviation market in the world, after the USA and China. How is BIAL positioning itself to become the most important spot for connectivity in the country?
Hari: Bengaluru is well placed to play a central role in this growth. In FY 2024–25 alone, Bengaluru Airport handled over 41 million passengers. With the commissioning of Terminal 2, our capacity has doubled to 55 million passengers annually. Our focus has been two-fold: to strengthen Bengaluru’s global connectivity, and to establish Bengaluru Airport as the new gateway to India. That means enabling Tier-2 and Tier-3 cities to connect seamlessly with international destinations, while also creating robust cargo capabilities. Our new cargo infrastructure, designed for 1.5 million tonnes annually, along with strong partnerships with global airlines, are all part of this effort. We are also investing in sustainable infrastructure and digital solutions to ensure efficiency, resilience, and scalability. Our vision is to position Bengaluru Airport as one of India’s most important gateways for both passengers and freight—reliable, future-ready, and deeply connected to the region it serves.
Q] Terminal 2 of the Bengaluru Airport has been recognized as a 5-Star Airport Terminal by Skytrax, a first for any Indian airport terminal. It has also been awarded ‘Best Airport for Arrivals Globally’ in the Asia-Pacific region in 2024 as per ACI. What is the next big accolade you are hoping to achieve?
Shalini: We currently connect 100 plus destinations nationally and internationally and we want to enhance international traffic even more like how Dubai, London and Changi have. We want to become a hub airport, see more transfers go through. BLR is the number 3 airport in India currently and we have a lot of work with regard to building up traffic. Meanwhile refurbishment is happening, in T1 as well. That will come alive soon.
Q] We’ve seen a bunch of aircraft related accidents recently. Did that affect traffic in a big way at the Bengaluru airport?
Shalini: Our traffic has been fairly steady. A little bit of impact, just immediately, but that is also a global phenomenon. People do pause for a bit. But no, I’ve not seen anything major.
Q] BLR Terminal 2 is a greenfield airport. Moving forward what are the ways by which you are keeping sustainability on top of your agenda, considering that even reputed brands were accused of greenwashing recently?
Shalini: In Terminal 2, you will find skylights, which means we don’t need to put on the lights for a large part of the day owing to natural light coming in. We are water positive - for every litre of water that’s consumed, 2.36 litres is replenished. We are renewable energy driven in the entire airport area, we have solar panels up on our roofs. In fact, even the restaurants in the airport space are measured on the basis of how they do their waste management. Honestly there is so much more that I can tell you about our sustainability agenda. So, as an organization, there is no greenwashing at all, but strong belief in responsible growth.
Q] Your ambitions extend beyond the airport, you want to make the airport premises a hub for all kinds of gatherings/ concerts, what kind of investment is going into it and what are the additional launches, innovations you have in mind?
Hari: From the beginning, our vision has gone beyond building an airport. The idea has always been to create a space that serves a larger purpose, a destination where people can come together not just to travel, but also to engage, work, and experience the city’s culture. To achieve this, we are already making steady and focused investments in areas that go beyond aviation, including retail, dining, entertainment, event spaces, and open green zones that reflect the ethos of Bengaluru. The commissioning of India’s largest domestic cargo terminal, the award-winning 080 lounges, the Multi Modal Transport Hub at T2 for better connectivity, and now the development of the Bengaluru Airport City, are important milestones in this journey. Each of these initiatives has been designed to create long-term impact and strengthen the role of BLR Airport as more than just a transit point. Ultimately, our approach has been about building an ecosystem that combines connectivity, commerce, and community, and positions BLR Airport as a landmark for the region and for the country.
Q] It is akin to the IKEA experience model
Shalini: Yes, after fragrance and sonic identity, performances will stitch together the BLR airport experience and we are working on turning the airport space into a destination at which people living in North Bengaluru can attend open-air fashion shows, cinema screening, concerts etc., while dining at the 24/7 restaurants around the airport. Basically, we are targeting the non-passengers too. On top of what we have currently, we’re going to have a much larger area that’s getting developed. There’s a multi-modal transportation hub right in front of T2 in which all modes of transportation will come together, the only one missing right now is the metro service, which is coming next year. Transport, connectivity, people, performances will make Bengaluru airport a hub which will together bring alive that magical feeling of Bengaluru in one place.
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