Etihad boards Katrina Kaif as brand ambassador

Etihad Airways has announced its partnership with Bollywood actress Katrina Kaif as its new ambassador.

The partnership marks Kaif’s second collaboration with Etihad. The actress previously partnered with the airlines in 2010 to star in one its commercials.

As the brand ambassador for Etihad, Katrina will be featured in a series of campaign videos that highlight the airline’s features.

Amina Taher, Vice President of Brand, Marketing and Sponsorship at Etihad Airways, explains the significance of this collaboration, “Our partnership with Katrina is far from ordinary, it embodies the spirit of innovation and sophistication our airline represents, while celebrating our commitment to uniting cultures and communities.”

Katrina Kaif says: “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.”

Etihad’s strategy for Indian markets

Taher adds, “With her [Kaif’s] remarkable journey and global recognition, we’re not only showcasing Etihad’s offerings, but also fostering authentic connections that genuinely resonate with Indian travellers and celebrating our commitment to India.”

The partnership seems to be aimed at solidifying the airline’s efforts, aligning with the its strategy, for growth in India, to strengthen its position in the Indian market where it serves eight cities.

The airline also aims to cater to the Indian communities present domestically as well as in other major markets such as the UAE, the United States, the United Kingdom, and Canada.

As the brand ambassador for Etihad, Katrina will be featured in a series of videos that will be shared across Etihad and the actress’s social media channels.

The first film of the series, titled An Experience with just a little more,  has been launched on the airline’s social media channels. It features Kaif in the airline’s newest A350 aircraft showcasing the airline’s services and features.