New Delhi: Bollywood actor Deepika Padukone will be the new brand ambassador for Vistara, kicking off a campaign for the airline from Monday.

This will be Tata Sons and Singapore Airlines joint venture’s second major advertising campaign after its launch last year.

“It is a matter of great pride for me to be associated with Vistara, a brand that is reliable, warm and friendly; a brand that carries the lineage of Tata and Singapore Airlines. Vistara actually makes me look forward to flying again, like I did when I was a child and every flight was a wonder," Padukone said in a statement issued by the airline.

Mint first reported on 8 June about Vistara’s plans to appoint Padukone. 

Padukone is the highest-paid female brand ambassador in India and endorses several brands including Coca-Cola, Axis Bank, Kellogg’s, Vogue, Tissot, Van Heusen, Tanishq and Nike. Tanishq is also a Tata brand.  

The actor was a Kingfisher Calendar girl in the early days of her career and was also signed on as brand ambassador of erstwhile Kingfisher Airlines in 2007 by Vijay Mallya. Around the same time, Jet Airways signed on actor Shah Rukh Khan for a major advertising campaign to showcase its new rebranded livery and international service. 

“Through this campaign, she has brought to life the special spark of happiness that people feel when they fly with Vistara, the airline that is proud to carry the remarkable heritage of Tata group, Mr. JRD Tata, and Singapore Airlines", Phee Teik Yeoh, chief executive officer, Vistara said. 

 The campaign revolves around Vistara’s tagline “Fly the new feeling". It has been conceptualized by the airline’s creative agency Mullen Lintas. It will be broadcast on television as also seen in digital, print, outdoor, cinema and airports.

Vistara hopes to fly international soon, the airline said earlier.