Air India Express unveils new brand identity & livery alongside network expansion plans, ET TravelWorld


<p>Campbell Wilson, Chairman of Air India Express, and Aloke Singh, Managing Director of Air India Express at the launch event.</p>
Campbell Wilson, Chairman of Air India Express, and Aloke Singh, Managing Director of Air India Express at the launch event.

Air India Express and AirAsia India, both subsidiaries of the Tata-owned Air India, unveiled a common, refreshed branding as a ‘Air India Express’, on a new Boeing 737 –8 aircraft.

With a modern look and bold, bright colours and aircraft livery, the airline invited guests to “Fly As You Are,” announcing its intention to differentiate itself with a by making meaningful connections across places, people and cultures, curating frictionless and digitally enabled travel experiences to provide best-in-class value, and offering service with a sense of unique Indian warmth.

The airline’s transformation was announced at a launch event in Mumbai where Campbell Wilson, Chairman, Air India Express, and Aloke Singh, Managing Director, Air India Express shared vision behind the rebranding alongside network expansion plans going forward. They also launched airline’s new logo and fresh livery on Air India Express’ first brand-new Boeing 737-8 aircraft.

On the occasion, Wilson stated, “With the merger of Air India Express and AirAsia India in its final stages, we are witnessing a transformation in the aviation landscape. We are proud to introduce the new brand of Air India Express, a pivotal part of the new Air India Group. Our mission is to provide the best value, accessibility, and domestic and regional connectivity to every Indian and become the airline of a new generation, connecting India and Indians to each other and the world.”

The brand’s visual identity is energized with a premium color palette comprising Express Orange, Express Turquoise, Express Tangerine, and Express Ice Blue. The Express Orange embodies the airline’s enthusiasm and agility, reflecting quintessential Indian warmth. Express Turquoise conveys style, a contemporary premium sensibility, and a digital-first approach.

Aloke Singh, Managing Director, Air India Express, added, “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’. This rebranding is a pivotal step in our ambitious growth and transformation journey. With the induction of modern, fuel-efficient Boeing 737-8 aircraft, we are poised to double our size, with 50 aircraft set to join our fleet in the next 15 months.”

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“Over the course of the next 5 years, we aim to grow to a fleet of about 170 narrow-body aircraft, with a network spanning the domestic India and short-haul international markets,” he added.

The airline’s aircraft livery, inspired by the rich and diverse art and craft traditions of India, will feature a variable tailfin design themed as ‘The Patterns of India.’ This artistic representation of India’s heritage showcases designs inspired by traditional patterns such as Bandhani, Ajrakh, Patola, Kanjeevaram, Kalamkari, and more. Each design encapsulates India’s cultural and artistic diversity, reflecting the airline’s commitment to delivering aspirational travel experiences rooted in technology, accessibility, clever design, and unmistakable Indian hospitality.

In addition to the new brand identity, Air India Express introduced a unique sonic identity, a vibrant melody capturing the essence of New India brimming with aspirations, optimism, and confidence. The musical logo resonates with the emotions of Karuna, Adbutha, and Veera, extending a harmonious welcome to the sounds of the nation’s progress.

  • Published On Oct 18, 2023 at 08:24 PM IST

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