Image Source: YouTube
Air India’s new brand film, “There’s an Air about India,” arrives at a delicate moment for the airline. Under the Tata Group, Air India is rebuilding its reputation after years of operational challenges, safety concerns and public skepticism.
That should have made the creative brief relatively clear: rebuild confidence. Give Indians a reason to believe that Air India is becoming a safer, more reliable and world-class airline they can trust and be proud of.
Instead, the 1:42-minute film tries to do too much. It is simultaneously a national pride anthem, a father-son story, a youth aspiration film, a statement about India’s changing mindset and a message about unity.
The result is beautifully made—but strategically unfocused.
What works
The production quality is undeniable. The cinematography, music and editing are polished and cinematic. The narrative of resilience—“Every little setback made us climb again”—is familiar but emotionally effective.
The casting of 15-year-old cricket sensation Vaibhav Sooryavanshi is also smart. He represents youth, ambition and India’s rising confidence. The father-son relationship adds warmth and gives the film an emotional anchor.
There is plenty here to admire.
But what does Air India actually stand for?
That is where the film loses its way.
In less than two minutes, it tries to tell us that:
- India is rising.
- Air India is part of that rise.
- India is united.
- Parents and children share big dreams.
- Indians are changing how they think.
- And together, we can achieve more.
Each is a valid idea. Together, they become noise.
A brand undergoing transformation needs a simple, repeatable idea that people can immediately associate with it. After watching this film, the emotional impression may remain, but the answer to a basic question—“What is different about Air India now?”—is less clear.
The bigger issue: Trust
This is perhaps the film's biggest missed opportunity.
When an airline is rebuilding its reputation, customers are likely to have very practical questions:
Can I trust you with my family? Will my flight be reliable? Will I have a better experience?
The film speaks about setbacks and resilience, but it doesn't give viewers many signals of what has actually changed.
That creates a disconnect between brand aspiration and customer reality.
A sports brand can ask consumers to simply believe. An airline needs something more: believe, and here is why you can trust us.
Beautiful film. Blurred brand.
“There’s an Air about India” is an evocative line, but it feels more like an observation than a clear brand promise.
The film has emotion, scale and ambition. What it lacks is focus.
For Air India’s transformation to translate into a genuine brand shift, future campaigns will need to connect national pride with something more tangible: trust, safety, reliability and a clearly articulated customer promise.
Because for an airline rebuilding its reputation, inspiration can create attention. Assurance creates confidence.
And Air India needs both.
Sources and further reading
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