Air India Express has launched its vibrant “Xplore More, Xpress More” brand campaign across South Asia, the Middle East, and Southeast Asia. The campaign, led by filmmaker Dibakar Banerjee and Omnicom Advertising, highlights discovery, connection, and Indian warmth—inviting a new generation of travelers to experience enriching journeys with upgraded comfort and authentic hospitality.
Key Highlights: A New Era for Air India Express
The campaign arrives as Air India Express expands its network to 60 destinations across Asia and the Middle East, boasting a modern fleet of 115 aircraft—including 50 new planes—reinforcing its status as India’s premier international value carrier.
At its heart is a TV film following a spirited solo traveler who immerses herself in the sights, tastes, and cultures of destinations served by Air India Express. The storytelling shifts airline advertising from mere movement to journeys of self-expression and meaningful connections.
The “Xplore More, Xpress More” tagline reflects the airline’s evolved brand rooted in authenticity, warmth, and personalized technology. Flyers are invited not just to reach new places but to discover and express their evolving identities through travel.
Two supporting short films spotlight the airline’s enhanced in-flight dining (Gourmair hot meals) and new cushioned leather seating, blending smart digital-first service with the comfort of Indian hospitality.
Multi-platform launch: The campaign rolls out across TV, print, outdoor, digital, OTT, cinema, and social media, supported by content collaborations and targeted city activations.
Chief Marketing Officer Siddhartha Butalia emphasizes the vision—“travel as you are, feel truly seen along the way”—positioning Air India Express as an enabler of journeys that inspire self-discovery and cultural connection.
Differentiators include dynamic fares, robust loyalty programs, and consistently refreshed interiors as part of a service philosophy built on connecting people and cultures, not just places.
Sources: Economic Times Travel, Travel Trends Today, afaqs!