India's national airline has told its crew to end every in-flight announcement with the patriotic phrase, "Jai Hind" (Hail the motherland) - and this has tickled social media users.
Air India's company advisory instructs crew to say the phrase after a "slight pause and with much fervour".
This quickly inspired tweets of imaginary in-flight announcements that end with "Jai Hind".
But many wondered if patriotism was the right focus for the struggling airline.
Now with this new move, I’m sure Air India will soon become profitable. Jai Hind! pic.twitter.com/5Am6UyiQPe— Harsh Goenka (@hvgoenka) March 4, 2019
Air India, which is in severe debt, has not turned a profit since 2007 and a recent government offer to sell a controlling stake in it failed to attract any takers.
The directive from Air India comes at a time when patriotism is particularly high in India.
The country has been at loggerheads with its nuclear-armed neighbour Pakistan over the past few weeks, following a deadly suicide bombing that killed at least 40 Indian paramilitary troops in the disputed Kashmir region.
The incident which led to airstrikes by India and the subsequent capture and release of an Indian pilot by Pakistan, saw increasing nationalist sentiment fuelled by national and social media.
While some people welcomed the Air India directive on Monday, others joked about how unusual it might sound to end in-flight announcements - mundane or otherwise - with an energetic "Jai Hind".
Ladies and gentlemen please put on your seatbelts. *pause* JAI HIND!— PKR | প্রশান্ত | پرشانتو (@prasanto) March 4, 2019
Ladies and gentlemen we are now at 40,000 feet, and the temperature outside is -40. *pause* JAI HIND!! https://t.co/MhZytMVEtu
With much fervour— Ashwin Mushran (@ashwinmushran) March 4, 2019
"The captain would like to announce some Turbulence coming your way... Jai Hind"
Sums up the country I think https://t.co/EIvXfPDB2q
Ladies and gentlemen, we are passing through turbulent weather, please fasten your seatbelts belts, Jai Hind!— Dhruv Rathee (@dhruv_rathee) March 5, 2019
Please do not use the toilets now, Jai Hind!
Cabin crew to landing stations, Jai Hind!
We apologize for the delay in departure, Jai Hind!https://t.co/uC25ccGk6r
One Twitter user even suggested a competition to see which passengers respond with the loudest "Jai Hind" - with the winner getting a free upgrade.
Air India, the country's oldest commercial airline, has long been the butt of jokes focusing on its customer service and old planes. It was recently in the news for a bed bug infestation on one of its aircraft.
So Twitter users did not miss the opportunity to also poke fun at the airline for delays and cancellations.
Your flight is delayed by xxx minutes.. Jai Hind!— Balaji (@sbalaji1) March 4, 2019
Your flight is cancelled without further notice. Jai HInd!
You will not be able to receive any amount on cancellation. Jai Hind!
We don't give a damn to your complaints. Jai HInd #JaiHind #airindia https://t.co/j8v2OHuQf9