Kerala Tourism's 'Aapada Mein Avsar' Moment: Grounded British F-35 Jet Becomes State's Brand Ambassador
What began as an emergency landing by a British Royal Navy F-35B Lightning II fighter jet at Thiruvananthapuram International Airport on June 14 has taken an unexpected turn — from military mishap to marketing marvel. The jet, one of the world’s most sophisticated stealth aircraft, now sits idle on the tarmac. But while British engineers prepare to fly it again, Kerala Tourism has already taken off with it, in imagination and marketing flair.
The grounded jet has sparked an online frenzy, after Kerala Tourism cheekily embraced the incident with a viral social media campaign. A stylized poster now circulating on X (formerly Twitter) depicts the sleek warplane parked amid Kerala’s idyllic greenery and a runway. The caption? “Kerala, the destination you'll never want to leave. Thank you, The Fauxy.”
The post also included a fictional "review" from the jet with a 5-star rating. Soon, X was bombarded by satirical comments. One of the comments read, "No wonder it refuses to leave now -- bro found peace, toddy and banana chips."
The campaign taps perfectly into Kerala's long-running tourism slogan: “God’s Own Country.”
'Aapda Mein Avasar'
The jet, still grounded due to a hydraulic failure, is awaiting a team of British engineers to carry out repairs. But even as the aircraft remains temporarily out of action, its presence in Thiruvananthapuram is now sparking creative action.
The moment also resonates with Prime Minister Narendra Modi’s well-known mantra, “Aapda Mein Avasar” — finding opportunity in adversity. Originally promoted during the pandemic to encourage resilience and innovation, the phrase now finds an amusing echo in this unlikely scenario: a global military incident repurposed as a local tourism opportunity.
For a state still rebuilding its tourism economy post-COVID and monsoon-related setbacks, this serendipitous episode has brought global attention — and a bit of light-hearted fun.
states