Air India has launched a new campaign titled ‘There is an Air About India’, aimed at reflecting the evolving identity of India. The campaign includes out-of-home (OOH) advertising, print material, and a digital film that presents a portrait of the country through visuals and music.
Developed in collaboration with creative agency McCann, the campaign’s central digital film features a rap-style soundtrack composed by Sneha Khanwalkar and vocals by Aarya Jadhao. The film combines imagery from across the country, spanning urban and rural settings, and includes cultural and contemporary elements.
The film concludes with the refrain: “There is an Air about India”, linking the theme to the airline’s global operations.
Following its return to the Tata Group in 2022, Air India is undergoing a five-year transformation programme known as Vihaan.AI. The airline has announced plans to update its fleet and infrastructure in line with broader changes in the Indian aviation sector.
India’s aviation market has expanded significantly, with airport numbers doubling over the past decade and over 350 million passengers travelling last year. As part of its development strategy, Air India has placed an order for 570 aircraft and is implementing a $400 million retrofit for its older fleet.
The airline has also established South Asia’s largest aviation training academy and is developing a maintenance, repair, and overhaul (MRO) facility along with a flying school.
Air India stated: “There is an Air about India” and that Air India is proud to carry it around the world.”
