In a landmark collaboration that redefined how brand stories are experienced, Adani Group partnered with Mirchi to bring alive the spirit of Hum Karke Dikhate Hain through a nationwide, multi-platform initiative that transformed airports from transit spaces into vibrant hubs of human storytelling.
Rooted in real voices, participation, and lived moments, the campaign Safar Ke Humsafar placed people at the heart of the travel experience. It marked a shift from conventional brand communication to a more immersive, participative narrative, where travellers, airport staff, and radio hosts came together to share stories of journeys, dreams, and everyday resilience.
The initiative began with the launch of Adani Group’s latest brand film, which set the tone for the campaign. This was followed by a massive digital takeover, with over 100 Mirchi RJs across the country simultaneously sharing the film and building conversations around it, generating over 4.5 million digital views. The campaign included immersive travelogues, and the Humans of Airport series – spotlighting the people who work behind the scenes to make every journey seamless. The storytelling journey unfolded across 7 Adani Airports, went live on air across 30+ Mirchi stations, featured the No RJ Studio at 3 airports, and saw participation from 500+ travellers, making it one of the most immersive airport-led brand initiatives of its kind.
Leading the digital and on-air storytelling were Mirchi’s most recognisable voices, including RJ Naved and RJ Kunal, Gujarat’s much-loved jockey, alongside Mirchi RJs from across regions. Their storytelling captured real journeys and moments across multiple Adani-managed airports, lending the campaign familiarity, credibility, and strong emotional resonance.
As digital conversations gained momentum, radio seamlessly carried the narrative deeper into everyday listening. Across Mirchi stations nationwide, airport stories, observations, and features were organically integrated into daily shows, making airports a part of routine conversations – not just infrastructure, but shared human experiences shaped by people.
The campaign reached its most immersive phase with the launch of ‘No RJ Studio’ – a first-of-its-kind on-ground radio concept set up inside airport terminals. Through live studio shifts at Lucknow, Ahmedabad, and Jaipur airports, travellers became storytellers and participants, sharing song requests, travel hacks, personal anecdotes, and spontaneous moments on air. For many, it was their first experience behind a microphone, turning waiting time into an unforgettable part of their journey.
Adding a deeper emotional layer were the Humans of Airport narratives. As Mirchi RJs engaged with frontline staff and operational teams, short-form digital stories highlighted the dedication and care that power every smooth journey – bringing audiences closer to the human effort behind airport operations within the Adani Group ecosystem.
What set Safar Ke Humsafar apart was its ability to remain immersive without feeling imposed. Digital, radio, and on-ground activations worked in harmony, allowing stories to unfold naturally across touchpoints. By placing real voices and real moments at the centre, Adani Group and Mirchi demonstrated how modern brand communication can be participative, emotional, and deeply human.
At its core, the campaign embodied the essence of Hum Karke Dikhate Hain – turning terminals into studios, travellers into storytellers, and everyday interactions into moments worth sharing. More than a campaign, Safar Ke Humsafar travelled with people, stayed with them, and became part of their journey.
