Adani Group has partnered with radio and entertainment network Mirchi to reimagine travel as a deeply human experience through ‘Safar Ke Humsafar’, a nationwide, multi-platform storytelling initiative that transformed airports from mere transit points into vibrant spaces of shared narratives.

Unveiled as part of Adani Group’s larger brand philosophy ‘Hum Karke Dikhate Hain’, the campaign moved away from conventional brand communication to place real people and real moments at its core.

According to a joint statement, the initiative was designed to spotlight the voices of travellers, airport staff and radio hosts, weaving together stories of journeys, aspirations and everyday resilience.

The storytelling journey began with the launch of Adani Group’s latest brand film, which set the emotional tone for the campaign. This was followed by a large-scale digital push, as over 100 Mirchi radio jockeys across the country simultaneously shared the film and sparked conversations around it, generating more than 4.5 million digital views.

Immersive travelogues and the ‘Humans of Airport’ series further added depth, shining a light on the people working behind the scenes to ensure seamless travel experiences.

The campaign unfolded across seven Adani-managed airports and went live on air through more than 30 Mirchi stations nationwide. With participation from over 500 travellers and the introduction of the ‘No RJ Studio’ at three airports, the initiative emerged as one of the most immersive airport-led brand campaigns in recent times.

Leading the on-air and digital storytelling were Mirchi’s most recognisable voices, including RJ Naved and RJ Kunal, along with popular regional RJs. Their interactions captured authentic moments across multiple airports, lending familiarity and emotional resonance to the narrative while grounding it in everyday experiences.

As digital conversations gathered momentum, radio became a natural extension of the campaign. Airport stories, observations and features were seamlessly integrated into daily shows across Mirchi stations, turning airports into part of routine conversations and reinforcing the idea that they

Adding an emotional layer were the ‘Humans of Airport’ narratives, where Mirchi RJs interacted with frontline staff and operational teams. These short-form digital stories highlighted the dedication and care that underpin every smooth journey, bringing audiences closer to the human effort within the Adani airport ecosystem.