Air India Launches Campaign Celebrating India’s Bold New Spirit

GURUGRAM- Tata Group-owned Indian Full-Service Carrier, Air India (AI), has launched its latest brand campaign titled ‘There is an Air About India’, paying tribute to the spirit of modern India.

The campaign was unveiled through a digital film and multimedia rollout, including out-of-home (OOH) media, print, and digital formats.

Photo: Air India

‘There is An Air About India’

The campaign is a vibrant celebration of the nation’s energy and ambition, showcasing India’s cultural richness from the skies. It reflects Air India’s mission to carry this spirit across the globe from Indira Gandhi International Airport (DEL), Delhi.

Produced in partnership with McCann, the digital film is the campaign’s highlight, set to a rap-style soundtrack composed by Sneha Khanwalkar.

The lyrics, performed by rising rap artist Aarya Jadhao, align with the film’s dynamic visuals, capturing both traditional and modern India.

Scenes range from spiritual rituals and folk performances to modern cityscapes and technological advancement, portraying India’s evolution.

The film’s powerful refrain, “There is an Air about India,” positions Air India (AI) not just as a carrier of people, but as a carrier of India’s cultural identity and growing global presence.

The use of rhythmic transitions and energetic editing reinforces India’s transformation into a bold, confident, and joyous nation—qualities Air India aims to reflect in every journey it operates from hubs like Mumbai (BOM), Bengaluru (BLR), and Hyderabad (HYD).

Photo: avgeekwithlens/ Harsh Tekriwal

Transformation Under Tata

Following its return to the Tata Group in 2022, Air India initiated Vihaan.AI, a five-year transformation plan focused on reshaping the airline into a world-class global carrier.

The campaign supports this effort by reinforcing the airline’s renewed identity and commitment to excellence.

Key upgrades under this plan include:

• An order for 570 new aircraft.
• A $400 million retrofit program for its existing fleet.
• Launch of South Asia’s largest aviation training academy.
• Development of a state-of-the-art Maintenance, Repair and Overhaul (MRO) facility.
• Establishment of a new flying school to train future aviators.

These investments position Air India to meet the demands of India’s rapidly growing aviation market, which saw over 350 million passengers last year and now hosts twice as many airports as a decade ago.

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