New Delhi: Air India has unveiled a new 360-degree campaign titled “The Premium You Deserve”, highlighting what it describes as India’s only Premium Economy experience and repositioning comfort as a practical expectation rather than a luxury indulgence.
Currently available on 60% of its aircraft, Air India’s Premium Economy product is being positioned as more than just an upgrade, but as a mindset centred on priority, space, care and warmth. The campaign draws from a recent customer survey that signals a shift in traveller preferences, particularly on domestic and short-haul international routes.
According to the survey findings, 80% of Indian travellers say having a comfortable journey is more important than ever, while 87% believe choosing comfort is practical rather than indulgent. Additionally, 93% state that in-flight comfort impacts how they feel after landing, and 60% are willing to pay a little extra for added comfort, even on short flights.
At the heart of the campaign is a simple yet powerful insight: upgrading is not a splurge, but a deserved experience. With the tagline, “The Premium you Deserve,” the narrative focuses on sensory moments that define comfort and care—from extra legroom and enhanced recline to priority check-in and gourmet meals. The campaign underscores the message: “It’s your place in the sky. It is The Premium You Deserve.” It will run from 11 February to 31 March 2026 across key consumer touchpoints.
The launch comes amid Air India’s ongoing fleet transformation. The airline has recently completed the retrofit of its legacy narrowbody fleet, introducing a three-class configuration featuring Business, Premium Economy and Economy cabins. The retrofit of its widebody aircraft is also underway, with the first legacy B787-8 set to rejoin the fleet post-retrofit in March 2026. All 26 B787-8 aircraft are expected to complete upgrades by mid-2027, while B777 retrofits will commence in 2027 and conclude in 2028.
In addition, Air India recently introduced ‘The Maharaja Lounge’ at Terminal 3 of Indira Gandhi International Airport in New Delhi, further signalling its brand transformation and renewed focus on enhancing the passenger experience.
As part of its broader transformation journey, the Premium Economy campaign reflects a strategic brand shift that prioritises thoughtful, human-centric comfort over overt luxury. The campaign will be rolled out across print, television, outdoor media and digital platforms including YouTube, OTT channels, Meta, Uber and Spotify, as well as during the T20 World Cup, reinforcing Air India’s commitment to redefining comfort for the modern traveller.
