Mumbai: In a landmark collaboration, Adani Group partnered with BIG FM to bring alive the spirit of Hum Hum Karke Dikhate Hain through a nationwide, multi-platform initiative that transformed airports from transit spaces into vibrant hubs of human storytelling.
The Safar Ke Humsafar campaign—a first-of-its-kind, multi-platform initiative—blended radio, digital, and on-ground experiences at Mumbai Chhatrapati Shivaji Maharaj International Airport by creating a No RJ Studio, allowing air travel to become more participative, emotional, and human. Anchored in Adani Airports’ core philosophy of Hum Karke Dikhate Hain, the campaign placed travellers and real human moments at the heart of the journey experience.
The initiative began with the launch of Adani Group’s latest brand film, followed by a massive digital takeover, with over 80 BIG FM RJs across India simultaneously sharing the film and initiating conversations. The campaign also generated original content, including reaction-led videos, immersive travelogues, and the Humans of Airport series, spotlighting the people who work behind the scenes to make every journey seamless.
The stories, live interactions, and on-ground moments reached 2.91 crore listeners nationwide, reinforcing the campaign’s emotional resonance and amplifying Adani Airports’ promise of Hum Karke Dikhate Hain.
The campaign’s most immersive phase was the launch of the No RJ Studio, a first-of-its-kind on-ground radio concept inside airport terminals. The studio was inaugurated by BIG FM’s legendary radio icon Annu Kapoor, and travellers became storytellers, sharing song requests, travel hacks, personal anecdotes, and spontaneous moments on air, turning waiting time into memorable experiences.
Adding further emotional depth, the Humans of Airport narratives highlighted frontline staff and operational teams across Adani Airports in Ahmedabad, Jaipur, Guwahati, Mumbai, Lucknow, Mangalore, and Trivandrum. Short-form digital stories showcased the dedication and care powering seamless journeys, bringing audiences closer to the human effort behind airport operations.
Digital amplification through BIG Live and the social media channels of BIG FM RJs further extended the campaign’s reach, generating over 21 million digital views.
Commenting on the initiative, Ashit Kukian, CEO, BIG FM, said, “Every journey has a story, and airports are a unique crossroads where countless human experiences converge. The No RJ Studio was our way of giving these stories a voice, allowing travellers to pause, reflect, and share moments that are often private but universally relatable. It’s a reminder that radio can be a platform for real human connection.”
