Air India Express has launched a new campaign, titled ‘Xpress Wali Baat Hai’, featuring actor Pankaj Tripathi. The campaign offers a relatable portrayal of the moments that make a travel experience truly memorable.
It unfolds through a series of short films, each spotlighting a pillar of the signature Air India Express experience, such as comfortable seating, ‘Gourmair’ hot meals and the warmth of Indian hospitality.
According to the company, Tripathi’s grounded persona and wide appeal across metros and emerging cities resonates with the essence of the Air India Express network.
Commenting on the campaign, Siddhartha Butalia, Chief Marketing Officer, Air India Express said, “This campaign reflects the essence of the proposition we have been building at Air India Express, an experience that goes beyond the functional, to creating meaningful connections with our guests, rooted in the warmth of Indian hospitality. What differentiates us is the attention to every element of the journey, from the comfort of our cabin experience and the authenticity of our 'Gourmair' hot meals, to a network that reflects the cities powering growth across the region. This campaign brings that promise to life through a voice that is authentic, relatable and deeply rooted in everyday experiences.”
Sharing more about the association, Tripathi said, “For me, a good journey is one that stays with you even after it ends, and that’s exactly what ‘Xpress Wali Baat Hai’ captures. It reflects an aspiration we all share when we travel, to feel genuinely cared for along the way. What I truly appreciated about this campaign is its simplicity and honesty. It doesn’t try too hard; it simply brings alive those small moments of comfort, warmth, and joy that win your heart and stay with you.”
The campaign is currently running across television, digital platforms, OTT, cinema, print, and outdoor media, supported by content collaborations and social media engagement.
