18-October-2023, National: Air India Express and AirAsia India, both subsidiaries of the Tata-owned Air India, unveiled a common, refreshed branding as ‘Air India Express’, on a new Boeing B737–8 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 by making meaningful connections across places, people and cultures. The airline aims to curate frictionless and digitally-enabled travel experiences to provide best-in-class value and service with a sense of unique Indian warmth.

The grand unveiling was graced by Campbell Wilson, Chairman of Air India Express, and Aloke Singh, Managing Director of Air India Express, as they inaugurated the refreshed brand identity, logo, and the aircraft livery on the airline’s first Boeing 737-8, the latest addition to the airline’s rapidly growing fleet of 58 aircraft.

“The Air India Express brand identity reflects the evolving aspirations of a resurgent new India, with a vision to be India’s smart connector, where innovation, efficiency, and seamless connectivity will bring air travel within reach for all.”

N. Chandrasekaran, Chairman, Tata Sons

“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.”

Campbell Wilson, Chairman, Air India Express

The airline’s new visual identity features an energetic and premium colour palette of Express Orange and Express Turquoise with Express Tangerine and Express Ice Blue as secondary colours. The dominant Express Orange symbolises Air India Express’s brand values of enthusiasm and agility while reflecting the positioning of quintessential Indian warmth. The Express Turquoise embodies the brand’s personality traits of style with a contemporary premium sensibility and a digital-first approach.

“The integrated Air India Express-AirAsia India entity will operate as Air India Express, with a modern, refreshed branding while positioned as ‘New India’s Smart Connector’. The brand launch marks a new phase in our ambitious growth and transformation journey, starting with induction of the modern fuel-efficient Boeing B737 – 8 aircraft. With 50 aircraft set to be inducted into the fleet over the next 15 months, we double in size in a short span of time. 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. Continuing with our unique tradition, the aircraft livery will feature a variable tailfin design inspired by the rich art and crafts heritage of the country, themed as ‘The patterns of India’.”

Aloke Singh, Managing Director, Air India Express

While launching the new brand identity, Air India Express also unveiled its new signature sonic identity, a vibrant melody, embodying the essence of a progressive New India filled with aspirations, optimism, and confidence. Air India Express’s distinctive musical logo evokes the Rasas of Karuna, Adbutha, and Veera, a harmonious welcome to the sounds of New India.

The livery of the first new Boeing 737-8 aircraft showcased at the launch, draws inspiration from the Bandhani textile design. The upcoming aircraft being inducted will feature designs inspired by other traditional patterns including Ajrakh, Patola, Kanjeevaram, Kalamkari, etc., showcasing India’s artistic diversity. The airline’s ‘Patterns of India’ theme encapsulates the spirit of the nation and shares its stories through a visual journey. This reaffirms the brand’s position and its commitment to delivering aspirational travel experiences leveraging technology, accessibility, clever design, and an unmistakable sense of Indian hospitality.

About Air India Express

Air India Express is a subsidiary of Air India and a part of the Tata group, operating over 300 flights daily across 30 domestic and 14 international airports, with a fleet of 58 aircraft, comprising 28 Boeing 737s and 28 Airbus A320s. Air India Express invites guests with the proposition to ‘Fly As You Are’, using thoughtfully considered technology to enable flyers to personalise and take charge of their travel experience. The airline offers Gourmair hot meals, Comfortable seats, pioneering in-flight entertainment AirFlix, and a host of exclusive loyalty benefits for members of the Tata NeuPass rewards program. With a sense of unique Indian warmth, extending unique features on its award-winning website, airindiaexpress.com.

In January 2022, Air India Express, together with Air India, was successfully privatised, with ownership returning to the Tata group that had initially founded Air India.

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