Air India Express has fused a festive spirit into its signature sonic identity and launched it across various touchpoints. They have also recorded a Middle Eastern version of its sonic identity.
As per the airline, their sonic identity embodies the brand essence by depicting three distinct rasas of Indian classical music – karuna (empathy), adbhuta (wonder) and veera (valour). Furthermore, this identity was developed in a three-stage process originating in the brand’s own distinct intuition, style, accessibility, and warmth. It was created in collaboration with BrandMusiq and used both traditional and modern instruments. Thus, it is a unique Christmas-themed sonic identity that is designed to resonate with the festive spirit, offering customers a memorable and joyful experience.
For the Middle East, Air India Express has adapted its sonic identity to resonate with the unique cultural nuances of the region and incorporates instruments that are distinctive to the region such as the Darbuka and Mirwas. The Middle Eastern rendition of the sonic identity intriguingly interprets sound as a unifying force between diverse regions, and therefore recognizes music as a universal language.
Talking about the brand’s sonic identity, Siddhartha Butalia, chief marketing officer, Air India Express, said, “Our sonic identity has been crafted to deliver a more holistic and memorable sensory experience. Our brand identity is reflected in our vision to inspire new possibilities and make meaningful connections with unmatched Indian warmth. Like the unique patterns of India on the tail of every new aircraft we are inducting, our sonic identity reflects the rich heritage and tapestry of our culture while resonating the vibrancy and confidence of a progressive and pluralistic future.”
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