‘Fly as you are.’
Air India Express and AirAsia India, subsidiaries of Tata-owned Air India, have unveiled a new, common, refreshed branding as an ‘Air India Express’ on a new Boeing B737 –8 aircraft during a ceremony at Mumbai Airport.
Unveiled by chairperson Campbell Wilson and managing director Aloke Singh, the airline’s new visual identity and aircraft livery is bright, bold and modern. Its primary color palette includes Express Orange, symbolizing their brand values of enthusiasm and agility and quintessential Indian warmth, and Express Turquoise, which embodies the brand’s personality traits, sensibility, and modern, digital-first approach.
Air India Express also aims to embody the spirit of the nation by its ‘Patterns of India theme’. Its livery drew inspiration from Bandhani textile designs, and the way the upcoming aircraft will feature a range of designs inspired by other traditional patterns, including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc.
Thus, Air India Express seeks to differentiate itself by making important connections across people, places and cultures, enabling frictionless travel experiences and providing its customers with the best services and hospitality, while also embodying the spirit of the nation.
Air India Express took to Instagram to share a picture of their new identity with the caption, “Dear Guests, Fasten your seatbelts for the moment we’ve all been waiting for. We’re thrilled to unveil the new X factor in Indian aviation – the new livery of Air India Express.”
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Air India Express not only launched its new brand identity but also introduced its new signature sonic identity, a vibrant melody which embodied the spirit of a progressive New India. This evoked the harmonious Rasas of Karuna, Adbutha, and Veera.
Campbell Wilson said: “With the merger of Air India Express and Air Asia India now in the final stages, we are also seeing the transformation of the aviation landscape. We are proud to present the new brand of Air India Express, a vitally important part of the new Air India Group, charged with providing the best value, accessibility and domestic and regional connectivity to every Indian, and to become the airline of a new generation. The broader ambition of these efforts is to better connect India and Indians, to each other and to the world.”
Aloke Singh said, “The integrated Air India Express-AirAsia India entity will operate as Air India Express, with a modern, refreshed branding, positioned as ‘New India’s Smart Connector’. The re-branding marks a new phase in our ambitious growth and transformation journey, starting with induction of the modern fuel- efficient Boeing B737 – 8 aircraft”.
Thus, Air India Express’s new brand identity helps solidify its reputation as a vibrant, progressive, technology equipped airline.
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