Air India × Diljit Dosanjh Dil-Luminati India Tour, 2024

Experiential · 27 Aug 2026

Cabin crew handed limited-edition branded rakhis to passengers on domestic and international sectors over Raksha Bandhan, aimed at flyers spending the festival away from family. Now in its fourth straight year, it ran across the airline's 48 domestic and 16 international destinations.

Integrated campaign · 14 May 2026

A run of short films with Pankaj Tripathi built around everyday travel moments on the low-cost carrier's 500-plus daily flights, leaning on hot meals and cabin comfort rather than fares. It ran through the IPL season, where the airline was an associate sponsor.

Talent: Pankaj Tripathi.

Digital/social · 25 Feb 2026

A cricket-season social film in which the English batter Kevin Pietersen speaks Hindi to sell the airline's upgraded cabins on the daily India to London Heathrow non-stops. The idea was to use a familiar English face as the bridge between the two markets.

Talent: Kevin Pietersen.

Integrated campaign · 14 Feb 2026

A push for the premium economy cabin, now on about 60 percent of the fleet, arguing that an upgrade is a practical choice rather than a splurge. Built off a traveller survey and run from 11 February to 31 March 2026 across print, television, outdoor, YouTube, OTT, Meta, Uber and Spotify, including during the T20 World Cup.

Integrated campaign · 12 Dec 2025

The brand platform for the airline's 2026 transformation year, pointing at the renewed fleet, new menu, refurbished lounges and digital touchpoints that passengers were already seeing, and closing on the line that this is Air India now.

Integrated campaign · 31 May 2025

A film built on a rap track composed by Sneha Khanwalkar and sung by Aarya Jadhao, cutting between small towns, metros and traditions to argue that the airline carries the country's energy abroad. It ran on outdoor, print and digital.

Agency: McCann Worldgroup India. Talent: Sneha Khanwalkar, Aarya Jadhao.

Rebrand · 1 Mar 2024

A sonic brand identity built on Raga Yaman, composed with Shankar Mahadevan and Taufiq Qureshi and recorded with the Royal Philharmonic Orchestra, rolled out from digital touchpoints to lounge and boarding music. It followed the new global identity, the Manish Malhotra crew uniforms and the safety film made with Bharatbala and Prasoon Joshi.

Agency: McCann Worldgroup India. Talent: Shankar Mahadevan, Taufiq Qureshi, James Morgan.

Integrated campaign · 31 Jan 2022

The takeover campaign the Tata Group ran the week it took the airline back, using newspaper jacket ads and social posts to promise passengers that the carrier that had been the wings of a nation would now be the wings of its future.