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By Author
Published on January 1, 2024
Air India Express has taken a melodious leap by introducing a festive twist to its signature sonic identity, infusing holiday cheer into its in-flight brand music. The airline also expanded its auditory repertoire by recording a Middle Eastern version of its sonic identity, creating a harmonious blend of cultural inclusivity.
The development of Air India Express's sonic identity followed a meticulous three-stage process, aligning with the brand's distinctive traits of intuitiveness, style, accessibility, and warmth. Rooted in the spirit of New India, the sonic identity creatively incorporates three distinct rasas of Indian classical music – karuna (empathy), adbhuta (wonder), and veera (valour). Additionally, it features a unique interpretation of the signature two-tone airline announcement 'chime.' The newly added Christmas-themed sonic identity aims to resonate with the holiday spirit, delivering a memorable sensory experience.
Siddhartha Butalia, Chief Marketing Officer of Air India Express, shared insights into the brand's sonic identity, emphasizing its role in delivering a holistic and memorable sensory experience. The sonic identity encapsulates the essence of the new Air India Express brand, inviting travelers to 'Fly as You Are' and offering a liberating travel experience with digitally driven personalization. The brand identity mirrors the vision to inspire new possibilities, fostering meaningful connections with unmatched Indian warmth.
The sonic identity, crafted in collaboration with BrandMusiq, a prominent sonic branding firm in Asia, integrates the dynamism of exploration with the familiarity and accessibility that define the Air India Express brand. By using the science of sound and the art of music, the sonic identity incorporates traditional Indian instruments like the violin, sitar, santoor, and flute, along with modern elements like the electric guitar and synth bass arpeggiator.
The sonic identity showcases two avatars – the 'Explorer' and the 'Everyperson' – using instruments like the electric guitar motif, synth bass arpeggiator, sitar, ghatam, and tabla. It reflects the dynamism, confidence, and optimism of the brand, presenting a homage to India's rich cultural heritage while embodying the vibrancy and confidence of a progressive future.
Inspired by the Indian 'Raag Savitri,' the sonic identity captures the essence of upliftment and cheerfulness. The Middle Eastern rendition of the sonic identity adapts to the rich cultural nuances of the region, incorporating indigenous instruments like Oud, Bağlama, Darbuka, Mirwas, Bouzouki, and Rebab. This adaptation reflects Air India Express's commitment to cultural inclusivity, providing an auditory experience that resonates with diverse communities.
The sonic identity will be featured across various touchpoints, including brand launch films, brand manifesto audio-visuals, in-flight experiences, and customer engagement platforms. Travelers can also download the sonic identity from the airline's website and in-flight entertainment hub, AirFlix.
This powerful auditory signature reinforces brand recognition and creates an unforgettable travel experience, aligning with Air India Express's commitment to delivering seamless and uplifting journeys.
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By Manu Vardhan Kannan
Published on December 12, 2024
Air India, the country’s leading global airline, has soared to new heights, earning international acclaim with two prestigious awards that celebrate its innovation and passenger-centric approach.
Air India’s innovative Vista Verve onboard product has clinched the renowned Good Design Award Australia 2024. This accolade acknowledges the brand's design excellence and forward-thinking approach.
The Vista Verve range features bespoke tableware, Slovakian lead-free glassware, and premium linens, including plush mattress toppers. These standout features underline the airline’s dedication to sustainability, luxury, and passenger comfort. Currently, this premium product is available on UK routes, including London Heathrow, London Gatwick, and Birmingham, along with select US routes such as New York, Newark, and Washington.
At the Future Travel Experience (FTE) Awards ceremony in Singapore, Air India added three APEX Awards to its list of accolades, cementing its status as a global leader in passenger experience:
Four Star Global Airline 2025: Celebrating consistent excellence in service delivery.
Best Cabin Service in Central/Southern Asia: Acknowledging personalised, attentive inflight service.
Best Food & Beverage in Central/Southern Asia: Honouring exceptional onboard culinary offerings.
Rajesh Dogra, Chief Customer Experience Officer of Air India, expressed pride in these achievements, saying, “We are happy to receive these global recognitions that underscore our commitment towards delivering excellence in every aspect of a customer’s journey.”
These awards coincide with Air India’s ambitious transformation under the Vihaan.AI initiative. The five-year plan aims to elevate the airline’s global standing through fleet expansion, mergers, infrastructure enhancements, and passenger experience upgrades.
With milestones like the integration of Air Asia India and Vistara, the establishment of South Asia’s largest aviation training academy, and plans for a new flying school and maintenance base, Air India is redefining its legacy.
Established in 1932 by JRD Tata, Air India has been a pioneer in Indian aviation. Returning to Tata Sons in 2022, the airline employs over 30,000 people, operates more than 300 aircraft, and connects 55 domestic and 48 international destinations across five continents.
With its deep-rooted Indian heritage and a forward-looking vision, Air India is dedicated to becoming a world-class global airline.
For more updates, visit Air India Newsroom.
By Nishang Narayan
Published on December 11, 2024
Air India, India’s flagship global airline, has announced an order for 100 more Airbus aircraft, comprising 10 widebody A350s and 90 narrowbody A320 Family aircraft, including the A321neo. This significant addition brings the total number of aircraft ordered from Airbus in 2023 to 350, marking a pivotal step in Air India’s ambitious transformation journey under the Tata Group.
This latest order is in addition to the 470 aircraft Air India had already committed to purchasing last year, which included 250 Airbus jets. The airline has so far received six A350s and is set to expand its fleet further to meet the growing demand in both domestic and international markets.
As part of this expansion, Air India has partnered with Airbus’ Flight Hour Services-Component (FHS-C) to support the maintenance of its A350 fleet. This collaboration will provide comprehensive engineering and integrated component services, including on-site stock at Delhi, ensuring optimal reliability and performance.
Natarajan Chandrasekaran, Chairman of Tata Sons and Air India, highlighted the airline’s strategic focus:
“With India’s passenger growth outpacing the rest of the world, its significantly improving infrastructure, and an aspirational young population increasingly going global, we see a clear case for Air India to expand its future fleet. These additional 100 Airbus aircraft will help position Air India on the path to greater growth and contribute to our mission of building Air India into a world-class airline that connects India to every corner of the world.”
Guillaume Faury, Airbus CEO, expressed his enthusiasm for the partnership:
“I am glad to see Air India renew its trust in Airbus with this additional order. Through this continued partnership, we are committed to supporting the success of Air India's 'Vihaan.AI' transformation plan under Tata's vision and leadership.”
Air India is the first Indian airline to operate the Airbus A350, powered by Rolls-Royce Trent XWB engines, renowned for their exceptional fuel efficiency, long-range capabilities, and passenger comfort. The A350s have already enhanced Air India’s non-stop flights from Delhi to London and New York, delivering a redefined flying experience.
Meanwhile, the A320 Family, powered by CFM LEAP 1-A engines, continues to serve as the backbone of Air India’s domestic and short-haul operations, providing operational efficiency and world-class service to millions of customers.
This landmark fleet expansion underscores Air India’s commitment to meeting the aspirations of modern Indian travelers while positioning itself as a world-class global airline. With 344 new Airbus aircraft and additional Boeing jets in the pipeline, Air India is poised to redefine the future of aviation in India.
Air India, the country's flagship airline, has announced the expansion of its wireless in-flight entertainment service, Vista Stream, to its narrowbody aircraft fleet. This update marks a significant milestone in Air India's efforts to enhance passenger experience by providing seamless entertainment across its domestic and international network.
Launched in August 2024, Vista Stream was initially rolled out for Air India's widebody fleet, excluding the recently inducted Boeing 777 and Airbus 350 aircraft. The service has now been extended to narrowbody aircraft, ensuring a consistent and engaging in-flight experience for travelers.
Passengers can enjoy a wide variety of content by streaming directly to their personal devices, including smartphones, tablets, and laptops. With over 1600+ hours of curated content, ranging from Bollywood hits and Hollywood blockbusters to documentaries and children’s programs, Vista Stream offers something for everyone. It also features a live map for real-time flight tracking, making the journey both entertaining and informative.
Rajesh Dogra, Chief Customer Experience Officer of Air India, expressed pride in the service expansion, stating:
"As we continue to transform Air India into a world-class airline, we are happy to introduce Vista Stream that enables our guests to access digital entertainment content on their personal devices during their flight. With the introduction of Vista Stream across our narrowbody fleet, uninterrupted entertainment (BYOD) service will be available throughout the entire domestic and international network."
The service is compatible with multiple operating systems, including iOS, Android, Windows, and macOS, ensuring accessibility for all passengers.
This enhancement aligns with Air India’s transformation strategy under the Vihaan.AI program. Since its return to the Tata Group in 2022, the airline has been undergoing a significant revamp, including the largest-ever aircraft order in 2023 and merging its sister airlines for greater efficiency.
Air India's commitment to providing a world-class travel experience, coupled with its rich legacy of Indian hospitality, is evident in these developments.For more updates, visit the official Air India newsroom here.
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