Lufthansa German Airlines has launched the latest chapter of its signature campaign, Lufthansa Insider, bringing a fresh perspective for 2025. The new edition—Insider Guide 2.0—features acclaimed Indian actress Sreeleela alongside UK creator Anastasia, presenting London not just as a destination, but as an unfolding journey of culture, lifestyle, and discovery. 

With this campaign, Lufthansa once again positions itself as more than an airline. It emerges as a premium travel-lifestyle brand, one that understands the evolving desires of Indian travellers who now seek experiences that go beyond itineraries. 

The airline’s philosophy of “inspiring journeys” shines through in every frame—whether it is savouring flavours in a bustling market, soaking in art along the Thames, or experiencing the thrill of London’s iconic landmarks.

Exploring London with a new lens 

The campaign takes viewers along an itinerary that blends the city’s timeless icons with hidden gems. On the Southbank, Sreeleela visits the Young Vic theatre and the Hayward Gallery—spaces that represent London’s artistic heartbeat. Walking through this district, she discovers street performances, riverside cafés, and a cultural rhythm that reflects the city’s diversity. 

A stop at the OXO Tower brings panoramic views of London’s skyline, where modern dining meets creative spirit, setting the perfect backdrop for conversations on culture and connection. 

Food lovers will find resonance in the next chapter of the journey. A visit to Tayyab’s, one of London’s most iconic dining institutions, immerses Sreeleela in the aromas of sizzling kebabs and rich Punjabi flavours. With its vibrant atmosphere and cult following, it reflects the city’s multicultural heartbeat and culinary authenticity. 

From there, Borough Market offers a different flavour of discovery—artisanal cheeses, freshly baked bread, and global tastes that capture London’s diverse character. Its cobbled alleys and Victorian architecture transport visitors to a different era, while the lively buzz of cafés and boutiques adds a modern touch.

These stops underline Lufthansa’s message: that travel is as much about tasting the world as it is about seeing it.

Fashion, lifestyle, and iconic landmarks 

The campaign further explores London’s identity through its fashion and lifestyle. At Portobello Market, Sreeleela dives into a treasure trove of vintage fashion, quirky antiques, and vibrant street life—a true reflection of London’s eclectic style. 

In contrast, Sloane Square offers a taste of luxury, with its chic boutiques and designer storefronts that epitomise sophistication. Together, these stops highlight the city’s dual identity: edgy and classic, youthful and refined.

Art takes centre stage once more at the Saatchi Gallery, where contemporary works push boundaries and spark curiosity. Dinner at Azzura adds a culinary flourish to the evening, with a fine-dining experience that blends elegance with innovation.

Even a stop at The Oval Stadium, one of the world’s most iconic cricketing venues, finds a place in the itinerary—symbolising how sport, like travel, unites people across geographies and cultures.

Lufthansa: A brand thatinspires journeys 

What makes Insider Guide 2.0 compelling is the chemistry between Sreeleela and Anastasia. While Anastasia provides local insider knowledge, Sreeleela brings the warmth, charm, and relatability that connect with Indian travellers. Together, they create a narrative that feels authentic and aspirational—a hallmark of Lufthansa’s brand positioning.

Sng Ju Stephanie, Head of Marketing, South Asia, Southeast Asia & Pacific, Lufthansa Group, remarked, “We’re thrilled to present Lufthansa Insider 2.0, an experience-led campaign that embodies our ethos of inspiring journeys. With Sreeleela at the forefront, this initiative showcases Lufthansa as a travel and lifestyle brand that goes beyond flying—celebrating culture, sparking curiosity, and creating lasting memories. Through innovative storytelling and authentic influencer engagement, we invite travellers to rediscover the joy of flying with Lufthansa.”

The campaign reflects Lufthansa’s deep commitment to connecting cultures and elevating travel experiences. By focusing on authenticity, meaningful connections, and premium service, the airline continues to distinguish itself as the preferred choice for discerning Indian travellers. 

More than a destination

For today’s traveller, a flight is no longer just a way to get from one place to another. It marks the beginning of a journey of discovery, where every destination presents opportunities for culture, taste, and connection. 

With Insider Guide 2.0, Lufthansa captures this beautifully—inviting travellers to see London not through a checklist of sights, but through its people, stories, and hidden moments.

By blending luxury with relatability, tradition with modernity, and authenticity with aspiration, Lufthansa proves that it is not just flying passengers across the globe—it is helping them experience the world in all its richness.

With this campaign, the airline sets a new benchmark for what cross-cultural, influencer-driven travel storytelling can achieve.

With Lufthansa, the journey is never just about reaching a destination. It is about living it, feeling it, and carrying a piece of it with you long after the trip ends.

Amin Lakhani, President, Client Solutions, WPP Media South Asia, remarked, “For the latest edition of our Insider 2.0 series, our teams at Mindshare (a WPP Media brand) India and UK came together with one clear goal – delivering an extraordinary campaign for Lufthansa. From mapping the consumer journey to capturing cultural nuances, every step was designed to reflect Lufthansa’s premium travel experience. This collaboration has brought travel, culture, and creator storytelling into perfect harmony, raising the bar for what a cross-border collaboration can achieve for the brand.

(This article is from the Brand Desk. User discretion is advised.)

Where: Bhartiya Mall of Bengaluru, Bengaluru; Nesco Center, Mumbai; Gymkhana Club, Delhi
When: 28, 30 November and 2 December, 2025

Seven-time Grammy winner Jacob Collier returns to India with his Djesse Vol. 4 World Tour. Expect an evening of jazz, rhythm, and blues as he performs fan favorites like Every Time We Say Goodbye, All I Need, and Human Heart. This will be his third India tour, one you won’t want to miss.

Steven Wilson

Where: Mumbai, Delhi, Kolkata, Bengaluru
When: 2, 5, 7 and 9 November, 2025

The Porcupine Tree frontman and progressive rock visionary is bringing his Overview Tour to India this November. Known for his atmospheric soundscapes and intricate compositions, Wilson’s solo work has redefined modern prog rock. Fans can look forward to immersive live renditions of tracks like Ancestral, The Watchmaker, and Drive Home.

K-Town Festival

Where: Inorbit Mall, Malad, Mumbai
When: 1 November, 2025

If you’ve been dreaming of a full-blown Korean wave experience, this one’s for you. The K-Town Festival is bringing everything K-culture under one roof: from sizzling street eats to chart-topping sounds. Taemin is making his grand India debut, so get ready to groove to hits like Move and Criminal. The stage will also see Super Junior-D&E and Bang Yedam turn up the energy, alongside plenty of K-pop performances that promise to keep the vibe high all day long.

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Zanskar: The untamed pulse of Ladakh

High in the Indian Himalaya, Ladakh is renowned for its stark beauty — the cobalt skies, the high mountain passes, the centuries-old monasteries that cling to its cliffs. Yet hidden within its rugged folds lies an even greater marvel: the Zanskar canyon. This is Ladakh stripped to its rawest essence, a gorge so deep and silent that it seems to hold the memory of time itself. Through it runs the Zanskar river, one of the most challenging and extraordinary white-water journeys in the world.

A geological cathedral

Unlike the celebrated high passes and monasteries of Ladakh, the Zanskar canyon remains little spoken of, even among seasoned travellers. Here, the landscape feels almost unearthly: cliffs burn red under the sun, streaked with copper and purple seams, while turquoise waters slice through their base. Waterfalls erupt directly from rock walls, plunging into the river below. The effect is that of a natural cathedral, vast and humbling, where time is measured not by hours but by bends in the river and the slow carving of stone.

A river alive

The Zanskar is no ordinary river. Glacier-fed and wild, it is alive with shifting moods. At times, it compresses into narrow corridors, releasing ferocious Class IV and V rapids that demand grit and precision. At others, it opens to skies so immense they seem to swallow the traveller whole. Many describe it as a living force — breathing, roaring, and singing beneath the sun. To enter its waters is not to conquer but to belong, if only briefly, to something larger than oneself.

More than rapids

An expedition down the Zanskar is as much a cultural journey as it is an adventure. Along its banks, monasteries dating back hundreds of years bear witness to the enduring spirituality of the region. Villages appear as pockets of resilience, their inhabitants living in tune with the seasons, still untouched by the curated experiences of mass tourism. The echoes of prayer wheels mix with the rumble of river and wind, while children wave from cliffside paths, their smiles carrying both curiosity and quiet blessings.

Evenings on the riverbank reveal another dimension of the journey. Camps at 14,000 feet offer the simple luxuries of warm meals, fresh fruit, and star-lit skies. It is in these pauses that the magnitude of the place truly settles: the bustle of the current, the stillness of the body, the reminder that the river demands respect rather than conquest.

A global classic under threat

For the global rafting community, Zanskar holds legendary status. Often called the “Grand Canyon of Asia,” it ranks among the world’s great river expeditions. Yet unlike the American Canyon, Zanskar remains without protection. Development creeps ever closer, with new roads and infrastructure threatening to alter the fragile balance of this landscape. The construction may bring accessibility, but it also risks eroding the ecological and cultural integrity that make the river unique.

Adventure travel pioneer Vaibhav Kala, who has guided expeditions here since the earliest days of river running in India, is unequivocal in his appeal for urgent action:

“As the roads connect remote Zanskar, governance is served. Now, we must preserve one of the grandest natural spectacles in the country, for our future generations; and preserve it with legislated protection, fierce in its ambit, with only responsible tourism allowed within the confines of what must be declared a National Sanctuary.”

A call for preservation

The Zanskar river expedition is not simply an adrenaline pursuit; it is an immersion into an elemental world of stone, water, and silence. It transforms the way travellers measure life, replacing the rhythm of clocks with the cadence of rapids, camps, and constellations.

But this transformation is possible only if the river is protected. Without decisive measures, one of India’s greatest natural treasures could be compromised beyond repair. The task before us is clear: to secure Zanskar’s future as both a global adventure classic and a national natural heritage monument.

In safeguarding the Zanskar, India would not only protect a spectacular river system but also uphold a legacy — a reminder that some places are too rare, too powerful, and too precious to be left unguarded.

Disclaimer: The views expressed in this article are those of the author/authors and do not necessarily reflect the views of ET Edge Insights, its management, or its members