Air India is scripting its redemption arc in its latest domestic campaign

Air India really wants you to know it's undergone a complete overhaul of its domestic flying experience in its latest campaign. Following an ambitious transformation under Tata Group, the airline invites passengers to take a second look at what flying with the airline feels like today. 

Titled 'Change Is In The Air', the campaign showcases upgraded cabins across all classes, which means better meals, improved in-flight entertainment, warmer hospitality, and a full interior retrofit. Air India says that over 90% of its domestic flights will feature upgraded interiors by end-2026. The five 30-second spots are shot in a slice-of-life style, where passengers interact with these enhanced features.

A passenger in economy expresses her boredom, complaining about having to stare at the clouds for two hours as there's no seatback screen. Her seatmate points out the plethora of films on the airline's Vista Stream entertainment platform, which can be viewed on mobile phones. 

The second film shifts to the business cabin, where a father-daughter duo share a tender moment. He gets sentimental when a flight attendant politely serves coffee and cake, watching his daughter sleep soundly.

Even the dreaded middle seat gets its redemption arc. A passenger's mood lifts instantly upon the arrival of his piping hot meal. "Neither the middle seat nor the meal is a sandwich," he quipped.

In the fourth spot, an executive braces himself for a long chat with his boss. The punchline? Those new premium‑economy leather recliners are so comfortable, the boss ends up snoring. Relief for the staffer.

Even while working from the air, a passenger enjoys a fancy multi-course meal that resembles a fine dining spread.

The campaign launches as Air India faces ongoing turbulence, including a recent investigation into its aircraft flying without an airworthiness permit. Still, the ads have taken off online, drawing between 10 and 27 million views each on YouTube at the time of writing.

The rollout spans TV, digital, social, print, and marquee events like T20 cricket.

Campaign's take: The tagline—“That’s Air India now”—sticks. The storylines, however, teeter between cinematic and saccharine.

The films, while beautifully shot, feel too staged as real passengers rarely glide through flights in such bliss. It sometimes drifts into airline fantasy, with even the smallest moments romanticised. The campaign’s wry humour and light self‑awareness redeem it, offering a touch of personality long absent from the brand. 

Controversies aside, Air India is betting that a polished campaign can revamp its controversial reputation. Whether passengers agree once they’re onboard is another story.