From riding packed trains to finding bliss at yoga retreats, Indian travel content has become cliche. Seeking a different approach, AirAsia tasked us with creating a unique travel series that put India front of mind for travel-hungry millennials and positioned them as the best airline to make a journey like this happen.

AirAsia wanted to move away from focusing on price and service, instead heroing the places they fly to. Identified by AirAsia as a priority destination, India was to be the star of this series. As a challenger brand, AirAsia looked to us for an authentic way to get brand cut through, build consideration and leave millennials with a lasting memory of the brand.

How do we create engrossing travel content that captures people in the dreaming or inspiration phase and makes them desperately want to visit India? How could we make them only want to fly Air Asia?

People come to VICE for the best storytelling on the internet and for knowledge they can use.

Once India was firmly on the bucket list, the next step was to make sure that when it came to getting on a flight, the plane would be AirAsia. We did this through subtle but effective and authentic brand integration.

Vocalist/Songwriter legend Karina Utomo stepped up to the challenge of hosting. We documented her epic journey from Chennai to Jaipur, resulting in four episodes of hot content, distributed across VICE and AirAsia’s digital platforms and social channels. Full length episodes were optimised for use on Facebook and Instagram, along with a range of Snapchat and Instagram cut downs. The content was used in a supporting media campaign, as well as repurposed for in flight entertainment on AirAsia flights.