Air India Express has unveiled a new brand campaign, “Xplore More, Xpress More”, an ode to the transformative power of travel.
Conceptualised in collaboration with the Omnicom Advertising Group (OAG), and directed by filmmaker Dibakar Banerjee, the campaign follows a free-spirited traveller exploring diverse destinations within India and beyond. Immersing herself in local cultures, gestures and flavours, she embodies the spirit of every curious explorer, spontaneous flyer, and seeker of stories. The protagonist represents a growing tribe of individuals seeking to discover and define themselves by their travel and experiences.
Siddhartha Butalia, Chief Marketing Officer, Air India Express, said, “Two years ago, we launched our new brand identity as India’s most vibrant and inclusive airline - warm, expressive, and proudly authentic, using thoughtfully considered technology to enable flyers to personalise their travel experience. We have established ourselves as a leading airline for the guests we serve across South Asia, the Middle East and Southeast Asia. Our scale and differentiated service now enable us to deliver a flying experience that is unique and memorable, a proposition eloquently captured in our campaign inviting a new generation of flyers to discover themselves as they explore the world around them.”
Dibakar Banerjee added, “The brand team took a courageous decision to showcase the experiential benefit of the airline to an emerging, youthful, new India traveller and wanted to dispense with the usual seen and heard images of an airline commercial. That differential is what I think is critical as a brand promise and that’s what attracted me.”
Russell Barrett, Chief Creative Experience Officer on AIX within Omnicom Advertising Group, said, “Xplore More, Xpress More speaks to a new generation of travellers who seek meaning, not just movement. It’s an invitation to explore the world and express oneself freely, to travel as you are, and feel truly seen along the way. In doing so, Air India Express transforms the act of flying into something deeper: an experience that connects, inspires, and leaves an impression long after you land.”
The campaign, launched in leading newspapers across the country, will run across TV, cinema, OTT and digital platforms, as well as magazines and outdoor advertising in airports and major cities across the country. It will also be supported by content collaborations across social media.
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