In a grand event held at a hangar near Juhu Aerodrome in Mumbai on October 18, 2023, Air India Express, the regional arm of Air India, unveiled its new brand and vision for the future.
Air India Express CEO and managing director Aloke Singh discussed the merger of Air Asia India and Air India Express, setting the stage for the rollout of a new network. The company plans to increase its presence in both domestic and international markets, expanding its services to South Asia and the CIS region.
Sidarta Bhalia, chief marketing officer of Air India Express, presented what the airline calls its new ‘sonic’ identity, a jingle based on three emotions (rasas) in the Indian tradition: karuna (sadness), adbhuta (amazement), and vira (courage).
The centerpiece of the evening was the unveiling of Air India Express’s new brand identity. The new brand is symbolized by two primary colors: “Express Orange” which is said to represent enthusiasm and agility and “Express Turquoise,” to signify a stylish, contemporary sensibility and a digital-first approach.
Finally, Air India Express unveiled its new livery, which showcases the two colors of the airline’s new brand identity, on its first Boeing 737 MAX 8 aircraft, registered as VT-BXA. The company received its first two 737 MAX aircraft on September 29, 2023, and it has plans to expand its fleet to a total of 50 aircraft.
Air India also unveiled its new brand identity in August 2023, signifying a period of transformation within the group following its privatization by Tata Sons in January 2022. Alongside the merger between Air Asia India and Air India Express, Air India is also poised to absorb Vistara operations.