AirAsia has rolled out a campaign The Great Indian Fufaji (uncle), spotlighting a highly relatable character, a passenger who always finds something to complain about during a flight.

Conceptualised by ^ a t o m Network, the campaign features six ad films, each starring the same protagonist: Fufaji (uncle), who never misses an opportunity to nitpick about the airline’s service.

In the first film, Leather Seats, Fufaji grumbles that the seats are too comfortable. He insists he wants old, broken seats just so he has something to complain about. When the air hostess apologises, he realises he has nothing to gripe about.

In Hot Meals, the second film, Fufaji receives a steaming hot biryani but immediately starts complaining that he wants it cold. When the air hostess explains that they only serve hot meals and apologizes, he once again finds himself at a loss for complaints.

The third film, Baggage, sees Fufaji at baggage check-in, where he is informed that he has excess luggage. He begins pulling out absurd and inappropriate items, handing them to people in the queue behind him. Just then, an announcement on the intercom informs him that AirAsia offers a baggage allowance of up to 60 kg on pre-booking—leaving him, yet again, with nothing to complain about.

In the fourth film, Fufaji quizzes an airline employee about flight routes, trying to find a flaw. No matter how many destinations or connecting flights he asks about, the employee effortlessly provides solutions, mentioning that AirAsia flies to over 130 destinations. Fufaji is left surprised—and, for once, speechless.

Finally, in Fufaji Arrives, he reaches his destination: a family wedding. His relatives, expecting his usual complaints, try to make him comfortable. Instead, he tells them about his journey, one where every issue was resolved before he even had a chance to grumble.

What do we think about it: A hilarious and spot-on take on the quintessential serial complainer, making it highly relatable for audiences. With crisp storytelling and a witty execution, the campaign is entertaining, memorable, and effortlessly funny.