Air India Launches 'The Premium You Deserve' Campaign

Air India has launched a new brand campaign titled ‘The Premium You Deserve campaign’, focusing on its Premium Economy offering and targeting modern travellers who are increasingly conscious about comfort and value.

The campaign is being rolled out across television, print, digital and outdoor platforms, marking another step in the airline’s ongoing brand refresh strategy. Air India positions Premium Economy as a practical choice rather than an occasional indulgence.

The campaign draws on recent customer research that highlights changing travel preferences. According to the airline, a large majority of travellers now consider in-flight comfort a priority, with many viewing additional space and better service as necessities, even on shorter routes.

The findings also suggest that comfort during the journey has a direct impact on how passengers feel after landing.

• Air India launches ‘The Premium You Deserve’ campaign for Premium Economy
• Air India positions Premium Economy as everyday comfort, not indulgence
• New Air India campaign highlights comfort, value, and upgraded cabins

The campaign films and creatives highlight key features of the Premium Economy cabin, including wider seats, increased legroom, deeper recline, priority check-in and boarding, and an enhanced dining experience. The messaging centres on the idea that Premium Economy offers travellers a dedicated space that balances comfort and value, captured in the line, “It’s your place in the sky. It is The Premium You Deserve.”

As part of its media strategy, the airline is leveraging high-visibility moments and platforms to reach frequent and aspirational flyers. The campaign is also being amplified through digital video, OTT platforms, social media, audio streaming services and contextual outdoor placements in major cities.

The launch aligns with Air India’s fleet and cabin upgrade programme. A significant portion of the airline’s narrow-body aircraft has already been retrofitted with a three-class configuration, including Premium Economy. Refurbishment of wide-body aircraft is scheduled to begin next year, with the full upgrade programme planned to be completed by 2028.

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With this campaign, Air India aims to reinforce its focus on consistent onboard experience and to clearly define the role of Premium Economy within its evolving product portfolio.