McCann Worldgroup, which was awarded the creative mandate for Air India globally in May 2023, has created its first piece of work for the brand – a film titled ‘Talisman’ to launch the airline’s new brand identity.
“The iconic jharoka that was a part of Air India aircraft windows, has been reimagined as a golden talisman symbolizing a ‘Window of Possibilities’. And the story is based on a little girl’s discovery of this magical talisman that acts as a portal to the future – showing boundless possibilities. Blending emotion, innocence and magical realism, the film beautifully showcases the new identity for Air India while addressing an international audience,” informed an agency statement.
Prasoon Joshi, Chief Creative Officer, McCann Worldgroup India, said, “This film will always stay close to my heart as a creative person. This was a unique challenge for story telling – where I strongly felt that we must have a human connect rather than just revealing the brand identity. The team at McCann and Air India along with the director Arun Gopalan have worked passionately for the same. Drawing one into an innocent, charming world of imagery. It gently brings alive the concept of windows of opportunities. I am sure the communication will resonate.”
Credits
Agency Team
Chief Creative Officer & Copywriter: Prasoon Joshi
ECD: Ashish Chakravarty, Sambit Mohanty
Account Management: Kamal Basu
Strategic Planning Team: Jitender Dabas, Ankit Vohra
Agency Producer: Jeet Kalra
Production Team
Director: Arun Gopalan
Producer: Zina Khan
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