Air India’s Crisis Hijacked by Coordinated Fake Accounts

Cyabra unveiled how a network of fake accounts pushed critical narratives and manipulated public discourse to damage Air India’s reputation following the June 2025 crash.

Following the fatal crash involving Air India, Cyabra analyzed viral conversations on X between June 12 and June 30, 2025. What appeared to be organic outrage was in fact strategically amplified by coordinated fake accounts that targeted the airline’s leadership and brand trust.

Out of 2,969 profiles analyzed, 25% were found to be fake. These inauthentic accounts posted nearly 1,000 coordinated messages, often repeating identical language and hashtags. Their activity promoted three recurring narratives: Air India’s leadership failed to take responsibility, senior management acted insensitively during the crisis, and competitor airlines were safer and more professional.

The campaign was designed to provoke outrage and manipulate sentiment. Fake profiles synchronized their behavior to boost visibility and infiltrated real conversations—ultimately distorting public perception and contributing to the erosion of corporate trust at scale.

#Brand Reputation, Threat Actors