By Ravisankar K.V.
What began as a high-stakes emergency landing of a $110 million British F-35B Lightning II stealth fighter jet has remarkably transformed into a viral tourism masterstroke. Kerala Tourism ingeniously turned the grounded warplane into an unexpected brand ambassador for “God’s Own Country.”
The fighter jet, part of the UK’s HMS Prince of Wales Carrier Strike Group, was forced to land at Thiruvananthapuram International Airport on June 14 due to bad weather. Subsequently, it developed a hydraulic fault, grounding it indefinitely. Despite initial repair attempts by Royal Navy engineers, the aircraft remains stationed at Bay No. 4 under tight security
A Creative Opportunity Seized
While military officials and engineers await a UK-based team equipped to fix the jet, Kerala Tourism saw a unique opportunity. On July 2, the department shared an AI-generated image of the stealth jet parked among coconut palms, accompanied by a fictional five-star review:
“Kerala is such an amazing place. I don’t want to leave. Definitely recommended.”
This creative piece, originally posted by the satirical website The Fauxy, quickly gained traction after the Tourism Department reposted it with a playful wink and a thank-you note:
“Kerala – the destination you will never want to leave. Thank you, The Fauxy.”
Within hours, the post went viral, garnering over 2 million views, massive engagement, and widespread praise for its quirky humor and clever branding.
Global Attention and Viral Metrics
The AI poster has captured wide attention across the globe, with almost every major newspaper in the UK, US, Europe, Australia, and GCC countries featuring the Kerala Tourism “troll” poster. The story filed by Reuters was published in almost every major newspaper and online portal across the globe from Tribune to Independent. As of July 4, 2025, by 7 PM IST, the campaign had achieved astounding metrics:
- X (formerly Twitter): Over 1.3 million reactions, 20,000 likes, approximately 5,000 retweets, and 654 comments.
- Facebook: More than 28,000 reactions, 1,500 comments, and over 3,000 shares.
- Instagram: Over 43,500 likes, 1,371 comments, and 15,400 shares.
- LinkedIn: 1,787 likes, 61 comments, and 107 reposts.
Millions more reactions, likes, comments, and shares occurred on other media pages and influencer accounts, pushing the overall reach of the Kerala Tourism F-35 poster to over a billion people, helping Kerala Tourism regain its champion status in destination branding.
“Creativity in Real-Time”
The UK has been the largest Western market for Kerala’s inbound tourism since the 1990s. Alexander Frater’s famous travelogue, Chasing The Monsoon, played a significant role in drawing British attention to Kerala when the state first branded itself as a major tourism destination for wellness and leisure. Coincidentally, Mr. Babu Varghese of Tour India introduced houseboats in the Kerala backwaters. Subsequent documentaries about the monsoon by National Geographic, BBC, and German national TV further acted as catalysts, igniting interest in both the UK and German markets, which remain major international source markets for Kerala Tourism.
According to Mr. Biju K., Secretary of Kerala Tourism, “This was part of our tourism campaign. It’s one of the most innovative and eye-catching ones. It’s all in good humor and creativity.”
Mr. Roy Mathew, Director of Stark Communications, the agency behind Kerala Tourism’s branding, added, “Initially, it got picked up by the national media and then it started getting into the UK, which is when we believe the core objective of this was achieved.” Mr. Kenny Jacob, Creative Head of Stark, leads social media campaigns for Kerala Tourism, but this particular work was spearheaded by Ms. Niisha and her team.
“To be clear, our only target was to see how we could push this into UK media as it was our core market,” Roy Mathew clarified. He also noted, “Though tourism is under the government, it has moved beyond traditional government space in promoting destinations. This campaign proved the power of timely, organic messaging.”
Kerala’s Legacy in Destination Branding
Kerala Tourism has consistently been at the forefront of destination branding and marketing since the 1990s, when Kerala rebranded itself from “The Green Paradise on Earth” to “God’s Own Country.” Several campaigns during these years gained global attention:
Water Colours by God: Launched in the early 2000s, this visual spectacle, captured by ace cinematographer Mr. Santhosh Sivan, highlighted Kerala’s vibrant culture and diverse landscapes through captivating imagery and storytelling.
- Your Moment is Waiting: This campaign, a departure from the traditional focus on beaches and backwaters, portrayed the transformative journey of a traveler through Kerala, showcasing the state’s unique character and its bond with nature.
- Home of Ayurveda: This campaign was an instant hit in the German market.
- Yalla Kerala: This campaign resonated well in the Arab market.
While subsequent campaigns like “Love in the Air,” “Come Together,” “Wedding in Kerala,” and “Go Caravanning” did not gain as much attention, Kerala Tourism also launched successful campaigns focusing on specific aspects such as adventure tourism (“Apply Kerala,” “Kerala Adventure”) and backwaters (“The Great Backwaters”), diversifying its tourism offerings.
Kerala Tourism industry stakeholders are thrilled with the viral reach of the F-35 poster and expect it to reignite tourist interest in Kerala..
Ironically, the Kochi based Tourism Professional Club got an early jump on the viral campaign. In the last week of June, they created an AI-generated cartoon humorously depicting an F-35 Fighter Jet alongside President Donald Trump. Ratheesh R. Nath, a technocrat turned tourism entrepreneur and the brains behind the idea, understood that only Lockheed Martin technicians from the USA could ultimately resolve the jet’s issues, hinting at its prolonged stay. The cartoon playfully suggested that Trump had instructed the jet’s crew to stay and watch their much-anticipated ‘Shoot the Rain’ Monsoon Football tournament, scheduled for the third week of July in Kochi. This creative, cartoon-based marketing for the event has been widely applauded by many industry professionals
Memes and Brand Collaborations
The grounded fighter jet has quickly become a meme legend. One viral joke declared the aircraft had “found peace” in Kerala. Others quipped that the jet had applied for Indian citizenship, received an Aadhaar card, and couldn’t resist banana chips and toddy.
Kerala’s state-run dairy brand Milma joined in, releasing an ad showing a British pilot sipping flavored milk in front of the parked F-35, captioned: “Even the pilots don’t want to leave!” Club FM radio, a local station, also portrayed the pilot listening to music with the caption, “Even jet stay, When Club FM plays.”
Kerala Gramin Bank, a public sector bank, also ran a campaign: “When you are in God’s Own Country already, how can you go back without visiting God’s Own Bank…” Private brands like myG Electronics, Ajmi Foods, and many others created their own witty versions, cleverly using the jet as a backdrop for product placement.
The Bigger Picture: Diplomacy and Debates
While the jokes fly online, serious diplomatic and technical work is underway behind the scenes. A 40-member engineering team from the UK is expected to arrive by July 5 with specialist tools. The aircraft will then be moved to the airport’s Maintenance, Repair and Overhaul (MRO) facility, where the fault will be rectified under Indian Air Force logistical support.
Though initially hesitant due to security concerns, the UK Ministry of Defence eventually agreed to the MRO facility move. UK Minister for Armed Forces, Luke Pollard, confirmed in Parliament that Royal Air Force personnel are on the ground in Thiruvananthapuram, working closely with their Indian counterparts.
According to a social media analyst, three major reasons contributed to this campaign’s virality:
- The irony of a sophisticated British jet, from a former colonial power, being stranded and seemingly abandoned in Kerala’s monsoon rains at Trivandrum airport.
- A recent tension between India and Pakistan, which heightened nationalistic sentiments across India and drew attention to India’s advanced weaponry. The F-35 poster resonated during a time when discussions about Indian military strength were prevalent.
- The sheer unexpectedness and humor of a social media post like Kerala Tourism’s F-35 AI poster, which created a wave of engagement across Indian and global audiences.
One military expert commented that the media’s reasons might not be entirely accurate. He pointed to a statement by the Indian Air Force, “This aircraft was detected and identified by the IAF’s IACCS network and was cleared for recovery.” According to his analysis, the IAF’s advanced IACCS network detected and interacted with the F-35, causing it to land in Trivandrum. This incident, he suggests, is further proof of India’s strong and advanced integrated air defense system.
Embarrassment for Lockheed, Opportunity for Kerala
Lockheed Martin, the US manufacturer of the F-35B, may not be amused. This high-tech fighter, designed for short takeoff and vertical landing, is touted as the world’s most advanced aircraft. Its prolonged immobility due to a mechanical snag has sparked criticism and satire globally.
However, for Kerala Tourism, the jet’s delay is a marketing jackpot. The campaign aligns perfectly with Kerala’s brand promise -“a place you’ll never want to leave.”
As the jet awaits repairs, one thing is clear: Kerala has turned a grounded war machine into a grounded marketing marvel.
In the words of a social media user: “Some jets fly. Some wait for parts. Some become stars.”
And in this case, a fifth-generation stealth fighter became the most unexpected tourism influencer of the season.
Overall, Kerala Tourism officials and industry stakeholders are overjoyed by the outcome of the AI poster. Suddenly, Kerala has once again garnered global attention on the tourism map. It is hoped that this campaign will bring more international tourists, especially from the UK, to Kerala in the upcoming season, which typically runs from September to late March 2026.
