New Delhi: Air India has unveiled a new 360-degree brand campaign, “The Premium You Deserve,” spotlighting what it calls India’s only Premium Economy experience. The initiative reframes comfort not as a luxury indulgence, but as a practical expectation for today’s traveller.
Currently available on 60% of its aircraft, Air India’s Premium Economy is positioned as a mindset built around priority, personal space, warmth and thoughtful care. Backed by a recent customer survey, the airline points to shifting travel preferences – particularly across domestic and short-haul international routes. The findings reveal that 80% of Indian travellers value comfort more than ever, 87% see it as practical rather than indulgent, and 60% are willing to pay extra for added comfort even on shorter flights.
The campaign centers on the insight that upgrading isn’t a splurge – it’s deserved. Through sensory storytelling, it highlights extra legroom, enhanced recline, priority check-in and curated meals, reinforcing the message: “It’s your place in the sky.”
The launch aligns with Air India’s broader transformation journey. Following the retrofit of its legacy narrowbody fleet into a three-class configuration, the airline is now upgrading its widebody aircraft, with B787-8 retrofits underway. Complementing this shift is the introduction of The Maharaja Lounge at Indira Gandhi International Airport Terminal 3.
Running from 11 February to 31 March 2026, the campaign spans print, television, outdoor and digital platforms, including YouTube, OTT, Meta, Uber and Spotify, as well as integrations during the T20 World Cup.
