Air Asia - Campaign song

What do Virgin’s Richard Branson and Air Asia’s Tony Fernandes have in common? Other than being larger than life characters who both started their own airline, both were in the music business, working for record labels.

Tony Fernandes’ music background was highlighted by Air Asia, when it unveiled its new brand ambassador for Indonesia, singer Gamaliél, who also composed the airline’s new campaign song, Bahagia Bersama (Happy Together).

Gamaliel is an up and coming Indonesian singer with several hundred thousand social media followers. The track that he recorded for the airline can be listened to on various music streaming services such as Spotify and Apple Music.

It is also being played inside all AirAsia Indonesia fights. On that point, the airline needs to watch out that the song isn’t being overplayed to the extent that it actually ends up annoying passengers.

Last year, we wrote about British leisure airline Jet2, whose theme song is ‘Hold my Hand’ by Jess Glynne. Coverage in the UK press claimed that the song had been playing on repeat so many times that passengers were threatening to stop flying the airline.

The story even made the Australian media with News.com.au reporting that “this song is driving people crazy on fights.”