Adani Group, in collaboration with BIG FM, has rolled out a nationwide, multi-platform campaign titled ‘Safar Ke Humsafar’, reimagining Indian airports as spaces for human connection rather than just transit points.

The initiative brought together radio, digital and on-ground experiences to capture real stories of travel, people and emotions, anchored in Adani Airports’ philosophy of ‘Hum Karke Dikhate Hain’.

According to a press release, the campaign was designed to make air travel more participative and emotionally engaging by placing real travellers and airport personnel at the centre of the narrative. The initiative unfolded across multiple touchpoints, with Mumbai’s Chhatrapati Shivaji Maharaj International Airport serving as a key on-ground activation site.

The campaign began with the launch of Adani Group’s latest brand film, which set the tone for the storytelling-led initiative. This was followed by a large-scale digital push, with over 80 BIG FM radio jockeys across the country simultaneously sharing the film and sparking conversations around everyday journeys and shared experiences. Over the course of the campaign, BIG FM created original content formats including reaction-driven videos, immersive travelogues and the ‘Humans of Airport series’, which highlighted the people working behind the scenes to ensure smooth airport operations.

Collectively, these stories and live interactions reached nearly 2.91 crore listeners nationwide, strengthening the emotional connect of the campaign and reinforcing Adani Airports’ brand promise. The most immersive phase of ‘Safar Ke Humsafar’ came with the launch of the ‘No RJ Studio’, a first-of-its-kind on-ground radio studio set up inside airport terminals. Inaugurated by veteran radio personality Annu Kapoor, the studio allowed travellers to step behind the microphone, share personal anecdotes, request songs, exchange travel hacks and participate in live radio conversations while waiting for their flights.

Adding depth to the narrative were the ‘Humans of Airport’ stories, created as BIG FM RJs travelled across Adani-operated airports in cities such as Ahmedabad, Jaipur, Guwahati, Mumbai, Lucknow, Mangalore and Trivandrum. These short-form digital stories spotlighted frontline staff and operational teams, offering audiences a closer look at the human effort that powers everyday airport experiences within the Adani Group ecosystem.

Digital amplification further extended the campaign’s reach, generating over 21 million views through BIG Live and the social media platforms of BIG FM RJs. Speaking about the initiative, Ashit Kukian, CEO of BIG FM, said that airports are natural crossroads of human stories, and the ‘No RJ Studio’ was created to give those often-unheard moments a voice, reinforcing radio’s role as a medium for real human connection.

By seamlessly integrating radio, digital and on-ground activations, ‘Safar Ke Humsafar’ stood out for its organic, non-intrusive approach. More than a brand campaign, it transformed terminals into studios, travellers into storytellers and everyday interactions into moments worth remembering, bringing the essence of ‘Hum Karke Dikhate Hain’ alive across India’s airport network.