Kerala Tourism's latest ad is pure jet-set gold with an unexpected mascot

The tourism department of "God’s Own Country" is making headlines once again by transforming an ordinary event into a clever advertising sensation.

A British Royal Navy F-35B Lightning fighter jet last month found itself stranded at Thiruvananthapuram International Airport, becoming the star of the state's latest viral social media campaign.

The fighter jet became a temporary resident of the airport on June 14 after it made an emergency landing due to hydraulic issues encountered during a military exercise. The jet has yet to return home, sparking speculation among the residents of Kerala.  

The F-35B is currently stationed at the airport’s maintenance hangar, nestled against a picturesque setting adorned with lush greenery and majestic coconut trees, as it awaits a 40-member technical team from the UK for repairs.

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A post shared by Kerala Tourism (@keralatourism)

Kerala Tourism seized the opportunity to create a viral sensation on social media, featuring an AI-generated image of a fighter jet set against the stunning backdrop of Kerala's unique scenery.

The picture reads, “Kerala is such an amazing place. I don’t want to leave. Definitely recommend”. Five stars were added after the quote to give the post the appearance of a review from the jet.

Netizens took to social media, making equally witty comments on the stranded jet post. One social media user commented, “The grounded jet now refuses to start without coconut oil,” while another cheekily pointed out, “This fighter jet is 100% literate. Of course!”  A third recommended, “Maybe a monsoon-time Ayurvedic massage can repair the jet’s body.”

The viral social media post has also thanked The Fauxy in its caption for inspiring the post. The Fauxy is a news website from Haryana that cleverly satirises current events, entertainment, sports, and notable public figures. It's often referred to as the Indian equivalent of The Onion, a well-known American satirical news publication.

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A post shared by The Fauxy (@the_fauxy)

According to Prasant Vasudev, former director of Kerala Tourism, the joke has indeed landed. He told The New Indian Express, “This is a very good way to attract attention. The tourism department has been doing promotions using similar posters based on trending incidents. It should be understood that such promotions connect with the target audience, which for the department is global”.

Vasudev is correct; this isn’t the first instance of Kerala’s tourism department grabbing headlines for its actions. In January 2025, a social media post was unveiled, drawing inspiration from the viral advertising approach of the Bible app.

The Bible app recently made headlines in Canada for creatively using a "zero-star rating from Satan" to position itself as a must-have app for devoted Christians.

Similarly, Kerala Tourism shared a post showcasing a "one-star rating" left by a "jealous friend" after another friend embarked on a solo adventure to the state. This strategy turned what would typically be a negative review into a humorous and engaging endorsement for tourism in Kerala.

The stranded jet hails from the UK, a fortunate coincidence given that Kerala attracts the highest international tourist traffic from this very country. Kerala Tourism reports that British tourists made up 14.55% of all foreign visitors to Kerala in 2024.

Kerala's tourism department is extensively promoting tourism in the state, with its website offering comprehensive information in 11 international languages. With improved accessibility, the site attracted over 6 million users from over 200 countries, racking up an impressive 7.9 million visits in 2024–25, outpacing even the Incredible India website in terms of visitor engagement.