Soaring Through Time
and Tradition
Air India, India's iconic legacy airline, holds a rich history intertwined with the nation's journey. After decades of government ownership, the airline had rejoined the Tata Group and was navigating a transformative period. As part of this significant evolution, Air India sought to produce a topical film that was bold, progressive, vibrant, warm, and distinctly Indian. The brand approached us to reaffirm their narrative "Desh Ka Naam Har Asmaan" (India's Name, Across Every Sky) on India’s 75th Republic Day in 2024.
Navigating New Skies
Air India faced the challenge of conveying its transformative journey and deep national pride in a manner that resonated with over 1.4 billion Indians. The objective was to emphasise national pride and Air India's pivotal role as a symbol of Indian identity and resilience. We were tasked with creating a film that celebrated the airline’s storied past while highlighting its modern evolution under Tata Group’s leadership.
The film needed to encapsulate India’s diversity, progress, and optimism for the future, while seamlessly integrating Air India's brand into every frame. This required a delicate balance of technology and evocative storytelling to portray a unified narrative of a nation and its national carrier on the rise.
A Cinematic Ode to India
We crafted a visually stunning film that served as an ode to India’s diverse beauty and indomitable spirit. Blending cinematography, evocative storytelling, stunning classical Indian music, and seamless editing, it told the story of a nation on the rise and a brand on the move without saying a single word beyond 'India, Oh India’!
Crafting a Visual Symphony
With cognitive camera work and soulful Indian classical music, the film portrayed the ascent of both India and Air India. From the soil to space, each frame used a ground-up perspective to unveil the country’s splendour, while celebrating the architects of India’s success—its people.
This message of profound national pride emerged strikingly through immersive storytelling and subtle symbolism.
The film was shot in landscape mode to maximise screen vibrancy, capturing real locations across India to showcase the country’s stunning diversity. Some scenes incorporated computer-generated imagery to enhance complex shots, blending reality with artistic vision.
In terms of music, a traditional composition set the tone for the film, featuring vocal beats synchronised with frame shifts. The soundtrack, a fusion of Indian classical music and the intricate rhythms of Konnakol (an ancient South Indian percussion art form), crescendoed into the tune of "Saare Jahan Se Accha", a beloved patriotic song. This soundscape not only complemented the visual narrative but also celebrated India’s rich musical heritage and cohesive identity.
The film maintained direct impact through a linear direction and a single upward motion, symbolising India's rise. Perspective shifts showcased the beauty of India’s people and landscapes, reinforcing the narrative of national pride and Air India's transformation. The tagline "Desh Ka Naam Har Asmaan" was woven into the narrative, emphasising Air India's commitment to carrying India’s name across every sky.
Touching the Skies and Hearts Across
The World
The film premiered on India’s 75th Republic Day, garnering widespread acclaim for its heartfelt storytelling and stunning visuals. It successfully captured the spirit of a resurgent India, resonating with audiences across the nation. The campaign achieved significant engagement, with over 100 million views and shares on social media platforms, and positive coverage in national and international media.
By celebrating India's awe-inspiring rise and the transformation of its national carrier, the film not only elevated Air India's brand but also inspired a sense of national pride and optimism for the future. It also went on to win:
- The Webby Award for Best Original Music in the Advertising, Media & PR category in 2024
- 4 Abby Awards for Editing, Cinematography, Direction at Music at GoaFest 2024
- A shortlist at The Drum APAC Awards- Creative Category.
Credits
Team Supari:
Chief Creative Officer - Akshat Gupt
Concept by - Nisha Vasudevan
Creative Team - Sakshi Bhasin, R Shweta
VP - Content Production - Mitali Sharma
Executive Producer - Operations - Sunny Dixit
Executive Producer - Shivani Mehta
Senior Lead - Brand Partnerships - Nidhi Mathur
Legal Team - Shria Tikoo, Shubhangi Dwivedi
Finance Team - Abhinandan Jain, Unmesh Yesane, Antara Ghosh Majumdar
Production Team:
Director - Akshat Gupt
Executive Producer - Dhruv Singhal
Head of Production - Sajid Sheikh
Creative Producer - Aditi Pakala
Script Writer - Nikita Deshpande
Second Unit Director - Mohit Bhasin
Unit DOP - Kashmir & Jaipur - Tassaduq Hussain Baba
Drone Team - Kashmir Jaipur - Kshitij Goel, Nelson
Unit DOP - Delhi - Gorkey Patwal
Drone Team - Delhi - Suraj
Unit Producer - Delhi - Pranav Waghela
Unit DOP - Kerala & Hyderabad - Vijay Christ (Kerala)
Drone Team - Kerala & Hyderabad - Vijay Christ & Suresh
Unit Producer - Kerala & Hyderabad - Karthik Iyer
Line Producer - Jaipur - Daulat Singh Ranawat
Line Producer - Kerala - Ithihas Khasak (Khasak Films)
Line Producer - Hyderabad - Manjunath (GoliSoda)
Line Producer - Delhi - Sahil Singh (S3Films)
Line Producer - Kashmir - Mohammad Abdulla (Firdous E Kashmir Productions)
Casting Directors Hyderabad - Amit (Modelz World)
Camera Equipment Hyderabad - Srinath
Post Production Team:
Post Production Producer - Aditi Pakala
Offline Editor - Falgun Busa
Creative Director - Harsh Sharma
Lead Creative Producer - Catherine Nazareth
Creative Producer - Allan Sequeira
3D Team - Pale Blue Dot, Golden Vision Studios, Zore Studios, Appa Chandra
VFX Team - Pale Blue Dot
2D Designers - Nicole George, Divya Gawde, Robin Chakraborty
2D Animators - Subhojit Halder, Vighnesh, Unnikrishnan,
Colourist - Sahil Amin
Music Composer - Raghav Mehta
Sound Design and Mix - Russel Stephen
