Bollywood Superstar Katrina Kaif Becomes Ambassador For Etihad As Airline Strengthens Ties In India

Etihad is broadening its marketing outreach by enlisting Bollywood superstar Katrina Kaif as its brand ambassador. The news comes as the national carrier of the United Arab Emirates tightens its strategic connections with India.

As Etihad’s brand ambassador, Katrina Kaif will star in several campaign videos showcasing the carrier’s dedication to comfort, service, and worldwide accessibility. The first video of their collaboration shows Katrina Kaif on Etihad’s Airbus A350 aircraft, taking on a cinematic journey with Bollywood-style drama.

According to the airline, this partnership enhances Etihad’s presence in India, where it operates in eight cities, aligning with its growth plans for the Indian market. The carrier also mentioned that the collaboration will not only bolster relationships with Indian communities domestically but also in significant global markets, including the UAE, the United States, the United Kingdom, and Canada.

Building on a legacy

This is not Katrina Kaif’s first collaboration with Etihad as a brand ambassador. In 2010, India’s Bollywood superstar was featured as “a discerning traveler showcasing Etihad’s travel experience.” Commenting on the renewed partnership with Etihad, Kaif said:

“I am thrilled to be back with Etihad Airways, a brand synonymous with world-class travel experiences. The airline’s commitment to excellence and its dedication to bringing people together resonate with my own values. I am excited to be part of a team that aims to create thoughtful connections and memorable experiences. I look forward to representing Etihad and being a part of their journey.”

Photo: Etihad

Highlighting the importance of this collaboration, Etihad’s Vice President of Brand, Marketing, and Sponsorship, Amina Taher, stated that it not only showcases Etihad’s offerings through globally recognized stars but also aims to “foster authentic connections that genuinely resonate with Indian travelers while celebrating our commitment to India.”

It’s all about brand loyalty

Brands are expected to have a purpose and face beyond functionality. This is particularly true when it comes to airline brands. Branding holds significant significance, as it enables airlines to set themselves apart from rivals. Building a strong brand helps airlines gain trust, credibility, and customer loyalty.

Etihad is an excellent example of effective global marketing, using strategies like influencer marketing, content creation, partnerships, and sports sponsorships. Interestingly, airlines tend to form partnerships with the sports industry rather than the music or film industries because airlines have a greater expectation of long-term benefits.

Photo: Tom Boon/Simple Flying

According to data analytics and consulting company GlobalData, the airline sector accounts for an estimated annual spend of $1 billion in sports sponsorship for 2023, with much of this deal volume being driven by deals within football.

It is worth noting that Etihad is especially active in sports, sponsoring major events like Formula 1, New York City Football Club, the UAE Football Association, and Abu Dhabi T10 Cricket, among other sporting events.

Source: GlobalData