In-Flight Harmonies: Air India Express's Sonic Identity Enhanced

In-Flight Harmonies: Air India Express's Sonic Identity Enhanced

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.

image

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.


SpiceJet expands winter fleet with five new aircraft

SpiceJet expands winter fleet with five new aircraft

By Manu Vardhan Kannan

Published on November 9, 2025

SpiceJet has expanded its winter schedule with the induction of five new leased aircraft, taking the total additions this season to ten. The latest inclusions comprise a reactivated Boeing 737 MAX, three Boeing 737s, and an Airbus A340 that was introduced earlier.

“These inductions mark another significant step in our fleet and network expansion strategy,” said Debojo Maharshi, Chief Business Officer, SpiceJet. “The response to our new flights has been encouraging, and we remain focused on enhancing operations across both domestic and international markets.”

All five newly added aircraft have entered commercial service, increasing capacity across key routes amid growing passenger demand. The airline said it plans to more than double its operational fleet and triple its available seat kilometres (ASKM) by the end of November.

The expansion reflects SpiceJet’s continued efforts to strengthen its route network and provide additional travel options during the peak season, supporting its strategy to scale up operations and improve connectivity across markets.


Mumbai Airport Launches Winter Schedule 2025 with New Global Routes and Enhanced Passenger Experience

Mumbai Airport Launches Winter Schedule 2025 with New Global Routes and Enhanced Passenger Experience

By Manu Vardhan Kannan

Published on November 8, 2025

Mumbai’s Chhatrapati Shivaji Maharaj International Airport (CSMIA) has announced its Winter Schedule 2025–26, featuring an expanded network that connects the city to 129 destinations, including 60 international and 69 domestic routes. The schedule, effective from 26 October 2025 to 28 March 2026, marks a significant step in strengthening Mumbai’s position as one of India’s premier global aviation gateways.

The new schedule introduces three new international routes, Copenhagen, Denpasar Bali, and Athens, expanding connectivity for both leisure and business travellers. This development also represents an 18 per cent increase in European operations, supported by new frequencies to London Heathrow, Amsterdam, and Paris, enhancing long-haul accessibility from Mumbai.

With enhanced services across the Asia-Pacific and European sectors, the airport expects a steady rise in daily flight movements and overall passenger traffic during the winter season. Among international airlines, Emirates, Etihad, and British Airways remain the leading operators from CSMIA, while IndiGo, Air India, and Akasa Air dominate domestic operations. Collectively, these airlines will account for nearly 75 per cent of total flight movements throughout the winter schedule.

To ensure a smooth festive travel experience, the airport has expanded several technology-driven facilities such as DigiYatra-enabled e-gates, Self-Baggage Drop (SBD), and Self Check-in kiosks, all aimed at reducing queue times and improving passenger flow during peak travel periods including Christmas, New Year, and school holidays.

With this new schedule, Mumbai International Airport Ltd. (MIAL) reaffirms its commitment to operational excellence, world-class infrastructure, and seamless passenger experiences. The expansion reflects the airport’s continuous effort to connect India’s financial capital with more global destinations while delivering efficient, technology-led travel for millions of passengers each year.


Air India to Resume Delhi–Tel Aviv Flights from January 2026

Air India to Resume Delhi–Tel Aviv Flights from January 2026

By Manu Vardhan Kannan

Published on November 7, 2025

Air India is set to resume its direct service between New Delhi and Tel Aviv from January 1, 2026, operating five weekly flights to boost tourism and strengthen bilateral relations between India and Israel. The initiative, supported by the Israel Ministry of Tourism, marks a key milestone in enhancing connectivity between the two countries.

The route will be operated using Boeing 787 Dreamliner aircraft, cutting travel time to just over five and a half hours through a shorter and secure air corridor over Saudi Arabia. Flights will operate Sunday through Thursday, with departures from Delhi at 7:00 a.m. and arrivals in Tel Aviv at 9:55 a.m. The return service will depart Tel Aviv at 11:40 a.m. and arrive in Delhi at 8:50 p.m., ensuring smooth onward connections to other destinations.

Galit Hoffman, Consul for Tourism Affairs, Israel Ministry of Tourism, India, expressed optimism about the relaunch, stating,

“The return of Air India’s direct flights is a genuine game-changer and a huge win for us. This direct link is our biggest priority to fuel tourism from India, making it easier than ever for Indian travellers to experience the rich culture, history, and vibrant landscapes of Israel.”

The resumed connectivity is expected to further encourage Indian travellers to explore Israel’s diverse attractions, from its historic landmarks and vibrant cities to coastal escapes and wellness destinations.

Additionally, Arkia Airlines, a leading Israeli carrier, has shown interest in reintroducing routes to India, with potential services to Mumbai, Bengaluru, and Goa under consideration. The airline plans to use its Airbus A321neo LR aircraft for these routes.

The revival of Air India’s service, combined with future collaborations from Israeli carriers, reflects the growing tourism potential and cultural exchange between the two nations. Israel anticipates a notable rise in Indian visitor numbers in 2026 and beyond, driven by these strengthened air links.

Stay up-to-date with the latest Hospitality news and trends in the Hospitality industry!

Subscribe to Hospitality news e-magazine for free and never miss an issue.

By clicking subscribe for free you agree to the Terms & Conditions and acknowledge our Privacy Policy.

Advertise With Us

We have various options to advertise with us including Events, Advertorials, Banners, Mailers, etc.