Air India Express and AirAsia India, both subsidiaries of Tata-owned Air India, revealed new branding as ‘Air India Express’ on a new Boeing B737 -8 aircraft on Wednesday. 

“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, curating frictionless and digitally enabled travel experiences to provide best-in-class value, and offering service with a sense of unique Indian warmth,” said the airline.   Campbell Wilson, Chairman of Air India Express, and Aloke Singh, Managing Director of Air India Express, unveiled the redesigned brand identity, logo, and aircraft livery on the first brand-new Boeing 737-8, the airline’s 58th aircraft.      

“With the merger of Air India Express and Air Asia India now in its final stages, we are also witnessing the transformation of the aviation landscape,” Campbell Wilson remarked. We are pleased to introduce Air India Express, a critical component of the new Air India Group, tasked with providing the best value, accessibility, and domestic and regional connectivity to every Indian and becoming the airline of the next generation. The overarching goal of these activities is to better link India and Indians to each other and to the rest of the globe.”   

Air India Express  

The airline’s new visual identity comprises an energetic and premium color palette of Express Orange and Express Turquoise, with secondary colors Express Tangerine and Express Ice Blue. The prominent Express Orange represents the brand characteristics of Air India Express, which are eagerness and agility, while also expressing the positioning of true Indian friendliness. The Express Turquoise embodies the brand personality attributes of style, modern premium sensibility, and digital-first attitude. 

“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,” stated Aloke Singh, Managing Director, Air India Express. The re-branding represents the beginning of a new chapter in our ambitious growth and transformation journey, which began with the introduction of the contemporary, fuel-efficient Boeing B737 – 8 aircraft. With 50 aircraft set to be added to the fleet over the next 15 months, we will more than double in size in a short period of time. We intend to build to a fleet of roughly 170 narrow-body aircraft over the next five years, with a network spanning domestic India and short-haul foreign markets. 

The livery of the first new Boeing 737-8 aircraft unveiled at the event is inspired by the Bandhani weaving motif. The future aircraft will contain designs influenced by various traditional patterns such as Ajrakh, Patola, Kanjeevaram, Kalamkari, and others, highlighting India’s artistic diversity. The airline’s ‘Patterns of India’ concept captures the spirit of the country and tells its stories visually. This confirms the brand’s position and dedication to providing aspirational travel experiences through the use of technology, accessibility, intelligent design, and an undeniable sense of Indian hospitality.    

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