Air India launches ‘Change is in the Air’ campaign in a year of transformation

Air India has unveiled a new brand campaign, “Change is in the Air,” marking a pivotal phase in its transformation as it heads into what it describes as a landmark year in 2026. Introducing a fresh creative expression, “That’s Air India Now,” the campaign highlights how travellers are already experiencing tangible improvements across the airline’s domestic network.

The campaign comprises five films that capture authentic passenger reactions to a visibly renewed Air India. Showcasing revamped cabins, enhanced inflight dining, modern digital interfaces and refreshed hospitality, the films present a rediscovery of the national carrier through everyday flyers. The campaign is being rolled out across television, digital, print, social media and T20 cricket, ensuring nationwide reach.

Through slice-of-life storytelling, the films spotlight refurbished Economy, Premium Economy and Business Class cabins, upgraded gourmet meal services, and an improved digital ecosystem, including the Vista Stream inflight entertainment platform and better inflight connectivity. Air India said the stories are built around real travellers to keep the narrative grounded, relatable and emotionally engaging.

The launch coincides with what the Tata Group-owned airline calls the most visible phase of its multi-year reinvention. By the end of 2026, over 90% of Air India’s domestic flights are expected to offer the enhanced onboard experience, up from about 80% currently. This is being driven by an extensive retrofit programme of its legacy narrowbody fleet, with 104 aircraft already featuring modern or upgraded interiors.

Fleet expansion is progressing alongside the retrofit effort. Over the next year, Air India plans to induct six new widebody aircraft and more than 20 narrowbody aircraft. With the continued refurbishment of its Boeing 787-8 fleet, the airline expects nearly 60% of its widebody aircraft to feature fully modern cabins by the end of 2026.

Improvements to the ground experience are also underway. A new flagship lounge is set to open at Delhi’s Terminal 3, followed by a second domestic lounge later in 2026. International lounge refurbishments are in progress, with the San Francisco and New York (JFK) lounges scheduled to reopen early next year. The airline has also introduced a new international menu shaped by customer insights, blending global flavours with Indian culinary traditions. First Class guests will be offered chef-curated à la carte dining, while Business Class travellers can expect refined plating and personalised service.

A major evolution is planned for loyalty as well. Air India’s Maharaja Club, which has a base of 10 million members, will transition into a unified, group-wide loyalty programme designed to deliver seamless recognition and benefits across the Tata aviation ecosystem. At the same time, crew training is being scaled up to support elevated service standards and an expanding global network.

Air India positions the campaign not merely as a marketing initiative, but as a reflection of the real changes passengers are already experiencing. With upgraded cabins, modern lounges, enhanced digital touchpoints, a refreshed fleet and an expanding network, the airline signals that its transformation is not only underway, but increasingly visible as it accelerates towards 2026.