Air India — Flying to Rising
Atmadip Mukherjee
Nation-rebrand platform · McCann Worldgroup
Sole copywriter on Air India's nation-rebrand platform, B2B primarily.
The narrative shift
Moved the narrative from Flying to Rising.
An airline that talks about flying is describing what it does. An airline that talks about rising is describing what the country it carries is doing. The shift moves the brand from category language to national confidence.
The framework
Built the B2B and B2C messaging frameworks under the master platform, so the shift held together across audiences rather than living in a single line.
An honest note
B2B communications take less craft than consumer work. This is here for scope and scale, not as a craft showcase.
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Posted Sep 13, 2026
Sole copywriter on Air India's nation-rebrand platform at McCann, B2B primarily. Moved the narrative from Flying to Rising, and built the B2B and B2C messaging frameworks beneath it.
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