Air India Express, subsidiary of the Tata-owned Air India umbrella, on Wednesday (October 18) introduced a refreshed and harmonised branding under the banner 'Air India Express' on their new Boeing B737-8 aircraft. This unveiling follows the introduction of a new identity for Air India over two months ago.
Marking this occasion, the airline unveiled a contemporary aesthetic featuring vibrant colors and distinctive aircraft livery. With their motto "Fly As You Are", the airline extended a warm invitation to its guests, encouraging them to embrace their individuality while embarking on their journeys.
This grand unveiling was graced by the presence of
Campbell Wilson, Chairman of Air India Express, and Aloke Singh, Managing Director of Air India Express, who inaugurated the fresh brand identity, logo, and the aircraft livery on the newest addition to their swiftly expanding fleet of 58 aircraft, the Boeing 737-8.
Wilson, speaking at the ceremony, made another significant announcement: the Air India group is set to take delivery of one new aircraft every six days until the end of 2024.
Wilson added, "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."
Over the course of the next year, all aircraft within the combined Air India Express will be painted to reflect the new look.
The airline's fresh visual identity features a premium palette of Express Orange and Express Turquoise, complemented by secondary colors Express Tangerine and Express Ice Blue. Express Orange symbolises Air India Express's enthusiasm and agility, reflecting the warmth that defines quintessential Indian hospitality, it said in a statement. Meanwhile, Express Turquoise embodies style, a contemporary premium sensibility, and a digital-first approach, it added.
Aloke Singh, Managing Director of Air India Express, spoke about the rebranding, saying, "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'."
Singh mentioned that sales, services, and distribution will now operate under the Air India Express branding. He stated, "We will be sunsetting the Air Asia brand, although it will remain visible at airports for some time until it is fully phased out."
Additionally, he informed that the combined entity will roll out a new network covering domestic, Gulf, Middle East, and Southeast Asia regions.
A significant portion of the 470-aircraft order will be allocated to Air India Express. The first aircraft featuring the new Air India Express brand took take flight from Mumbai to Delhi on Wednesday (October 18).
"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. 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'," Singh added.
In addition to the brand identity, Air India Express unveiled its signature sonic identity—a vibrant melody that encapsulates the spirit of a progressive New India, filled with aspirations, optimism, and confidence. The airline's distinctive musical logo invokes the Rasas of Karuna, Adbutha, and Veera, offering a harmonious welcome to the sounds of New India, it said.
The livery of the Boeing 737-8 aircraft presented during the launch was inspired by the Bandhani textile design. Future additions to the fleet will showcase designs drawn from traditional patterns such as Ajrakh, Patola, Kanjeevaram, and Kalamkari, celebrating India's rich artistic diversity.
The 'Patterns of India' theme embodies the nation's spirit and shares its stories through a visual journey, reaffirming the brand's commitment to providing aspirational travel experiences through technology, accessibility, intelligent design, and the unmistakable warmth of Indian hospitality, the statement said.
(Edited by : Anand Singha)
