Air India triggers UK promotional push eight months after fatal crash

Air India is highlighting the latest phase of a transformation plan with a month-long UK awareness campaign.

The promotional activity comes eight months after one of the airline’s Boeing 787 Dreamliners crashed shortly after take off from Ahmedabad for Gatwick, killing 260 people.

The four-week ‘Experience New’ campaign spotlights Air India’s modernised fleet, elevated onboard experiences and the signature warmth of Indian hospitality, according to the airline.

The activity spotlights the carrier’s new and upgraded fleet flying non-stop from Heathrow to Delhi, Mumbai and Bengaluru.

The campaign will run across 300 black taxis, 100 bus panels and a mix of hoardings, static and digital screens throughout the London Underground and other high-footfall locations across the capital.

Adverts will also appear on the Heathrow Express and at Heathrow Terminal 2, where Air India operates 49 flights a week.  

The campaign has been created to reach cricket audiences with TV activity during the ICC Men’s T20 World Cup on Sky Sports.

This will be supported by prime time radio advertising across Lyca Radio, Punjab Radio and Sunrise Radio and a print, digital and social strategy. 

An airline statement said: “‘Experience New’ underscores Air India’s continued commitment to the UK market, reinforcing the airline’s investment in both brand presence and unrivalled connectivity between the UK India and beyond.

“It forms part of a broader transformation of Air India into a modern, world-class airline, with a focus on fleet renewal, onboard product, service excellence and a passenger-first philosophy rooted in India’s rich tradition of hospitality.”