Air India has launched a “major” UK-focused campaign to revive the brand image as part of its transformation strategy.
The campaign will focus primarily on its established London market, where it runs multiple weekly services, spotlighting its modernised fleet, improved onboard experiences, and customer service.
The four-week ‘Experience New’ campaign will highlight its new and upgraded fleet flying non-stop from Heathrow to Indian cities.
Running across black taxis, bus panels and screens throughout the London Underground, the campaign will target both tourists and business travellers.
The campaign will also run on the Heathrow Express and in Heathrow Airport Terminal 2, where the airline operates 49 weekly flights from the terminal to Delhi, Mumbai and Bengaluru.
The airline is rolling out its new Boeing 787 cabins amid a retrofit programme.
Air India began retrofitting 26 legacy 787-8s last year. The first two of these retrofits are expected to return to service in the coming weeks, with several more to be completed throughout the year.
The airline also said it expects deliveries of three new, line-fit 787-9s and two line-fit A350-1000 aircraft in 2026.
From July 1, the airline will operate a combination of new 787-9s and legacy 787-8s on its Mumbai to London Heathrow route. Additionally, the airline will operate daily flights on its 777-300ER featuring upgraded cabin interiors.
From August 1, the airline will operate its retrofitted 787-8 aircraft on the Bengaluru-London Heathrow route, introducing premium economy. The seven-weekly Delhi-Toronto will operate with Air India's new 787-9 aircraft. The remaining three-weekly flights will continue to be operated on its legacy 777-300ERs.
Air India will deploy its legacy 777-300ER, replacing the legacy 787-8s, on its flights to Birmingham from Amritsar and Delhi, and from to London Gatwick from Ahmedabad and Amritsar, introducing first class on these routes.
Last week, the airline signed a memorandum of understanding (MoU) with Lufthansa Group, establishing the framework for a joint business agreement. The agreement is largely designed to capitalise on new growth opportunities arising from the recently concluded free-trade agreement between India and the European Union (EU).
Amid its transformation, the airline has faced investigation into the deadly crash of Flight 171 onboard an Air India Boeing 787-8 Dreamliner on June 12, 2025. The flight was heading for London Gatwick but crashed mere seconds after taking off from Sardar Vallabhbhai Patel International Airport in Ahmedabad, India, killing 260 people, including 230 passengers and 12 crew. Only one passenger survived.