Mumbai: McCann Worldgroup, awarded the creative communication mandate for Air India globally in May 2023, has unveiled its maiden creative for the brand. The film titled ‘Talisman’ was created to launch the new brand identity of Air India, as part of a massive transformation the airline is undergoing in its ambition to become a world-class brand. 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.

Commenting on the film McCann Worldgroup India chief creative officer Prasoon Joshi said “This film will always stay close to my heart as a creative person. This was 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 have 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.”