Air India Goes Black on Social Media to Mourn Ahmedabad Plane Crash Tragedy

Key Highlights

• Air India turned its display pictures black across X, Instagram, and Facebook to mark passenger tragedy.
• The blackout was a symbolic gesture amid mourning for over 240 fatalities and one confirmed survivor.

In response to the tragic crash of Flight AI171 near Ahmedabad's Sardar Vallabhbhai Patel International Airport, Air India has darkened its social media presence by changing profile pictures and headers to solid black across platforms such as X.

Shortly after takeoff on Thursday at 1:38 p.m., the Boeing 787-8 Dreamliner, carrying 242 passengers and crew, crashed, crashing into the Meghaninagar area on its way to London Gatwick.

"Flight AI171, operating Ahmedabad-London Gatwick, was involved in an incident today, June 12, 2025," the airline's official X handle stated, confirming the incident. "We are currently verifying the information and will promptly post any additional updates on our X handle and at http://airindia.com."

Despite being purely symbolic, the gesture has a big influence on how people see the airline because it shows that it is sympathetic, responsive, and conscious of its obligations during times of national tragedy.

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In a sector where brand perception is inextricably linked to safety, transparency, and crisis management, such subtle gestures indicate a shift toward a more human-centered tone.It is comparable to the actions taken by numerous international carriers in the past during emergencies, specifically to support the preservation of public confidence while official investigations are being conducted.

The brand's long-term reputation will be much more impacted by its next actions, though, specifically how it manages communication, transparency regarding the results of the investigation, and support for impacted families.

169 Indians, 53 Britons, seven Portuguese, and one Canadian were among the passengers on the flight, according to the post. According to India Today and other media outlets, former Gujarat Chief Minister Vijay Rupani is among the passengers.

The aircraft collided with a doctors' hostel at BJ Medical College, causing extensive damage and raising fears of additional casualties on the ground. Images that went viral on the internet showed charred wreckage strewn all over the place, along with thick black smoke rising from the crash site.

The flight, piloted by Captain Sumeet Sabharwal and First Officer Clive Kundar, made a distress call prior to losing contact, according to the Directorate General of Civil Aviation (DGCA). Officials are already on the scene collecting information as part of the investigation into the crash's cause.