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.


Shangri-La Muscat's Immersive Experience

Shangri-La Muscat's Immersive Experience

By Nithyakala Neelakandan

Published on April 20, 2024

Located along the serene shores of the Gulf of Oman, Shangri-La Muscat beckons travelers on a journey infused with Omani culture, art, and architecture. From its Turath Café, paying homage to Oman’s maritime history, to the architectural marvels echoing the nation’s rich heritage, the resort offers a harmonious blend of modern luxury and traditional charm.

Architecture aficionados will be captivated by the resort’s design, with Al Bandar showcasing elegant townhouse-inspired architecture and Al Waha offering a familial retreat with its lazy river inspired by traditional falaj irrigation channels. Perched atop the cliffs, Shangri-La Al Husn evokes the ambiance of a regal castle, complete with indigenous representations and curated artworks celebrating Oman’s vibrant culture.

image

For a truly immersive experience, guests can indulge in the Essence of Oman program led by Oman’s first accredited frankincense sommelier, Khalid Al Amri. From private tours to the resort’s frankincense garden to culinary delights infused with local flavors, every aspect of the journey is designed to deepen guests’ understanding and appreciation of Oman’s treasured traditions.

At Turath Café, guests can savor aromatic coffees and pastries infused with dates and honey while immersing themselves in Omani heritage. The café also features a mobile museum and art gallery, offering a glimpse into the nation's vibrant culture.

To complete the sensory experience, Shangri-La Al Husn boasts the Luban Spa, the region’s only spa featuring frankincense treatments renowned for their healing properties. Guests can unwind and rejuvenate amidst the tranquil surroundings, indulging in ancient rituals that soothe the mind, body, and soul.

image

Beyond the resort, Muscat awaits with its wealth of attractions, including the Bait Al Zubair museum, Sultan Qaboos Grand Mosque, and bustling Muttrah Souq, each offering a glimpse into Oman's storied past and vibrant present. 

Whether exploring the city's landmarks or simply soaking in the natural beauty of the coastline, guests are sure to be enchanted by the timeless allure of Oman.


Dubai International Continues Reign as World's Busiest International Airport for 10th Year

Dubai International Continues Reign as World's Busiest International Airport for 10th Year

By Nishang Narayan

Published on April 18, 2024

Dubai International Airport (DXB) has once again been named the world's busiest airport for international travel, marking a decade of dominance in the global aviation industry. This announcement was made by the Airports Council International (ACI), which released its preliminary report on the top 10 busiest airports worldwide for 2023.

Paul Griffiths, CEO of Dubai Airports, expressed immense pride in this achievement, emphasizing the strategic efforts that have contributed to DXB's success. "Throughout this decade, DXB has set numerous records and achieved many milestones, from welcoming our billionth passenger to expanding our terminals and enhancing our service offerings," Griffiths stated. These efforts underscore DXB's commitment to maintaining a leading position in the global aviation sector.

image

The 2023 ACI report highlights significant shifts in international air travel dynamics, with DXB playing a pivotal role in these changes. Factors such as China's reopening and a sustained interest in international travel have fueled the global travel industry, with DXB at the forefront of this resurgence.

Luis Felipe de Oliveira, ACI World Director General, noted that global air travel in 2023 was primarily driven by international traffic, which has nearly returned to pre-pandemic levels. "Dubai International Airport's strategic location and world-class facilities have continually attracted a vast network of international flights, making it a central hub in global air traffic," said de Oliveira.

image

The report also underscored the critical role airports like DXB play in enhancing global connectivity and supporting economic growth. With ongoing initiatives to expand and innovate, Dubai Airports is focused on maintaining DXB’s status as a top international hub in the years to come.

As DXB looks to the future, Griffiths reaffirmed the airport's commitment to innovation and excellence. "We are determined to sustain our leadership position by enhancing every aspect of the passenger experience and continuing to expand our global reach," he concluded.

This recognition not only reflects Dubai’s capacity to handle vast numbers of international travelers but also its strategic importance in linking the East and West, making it an essential player in the ongoing growth and development of the global aviation landscape.


Discover Spiritual Bliss: Telangana Tourism Unveils "Hyderabad to Arunachalam" Package

Discover Spiritual Bliss: Telangana Tourism Unveils "Hyderabad to Arunachalam" Package

By Author

Published on April 18, 2024

Telangana Tourism has rolled out an enticing opportunity for Hyderabad residents seeking solace and spirituality amidst the scorching summer months. The "Hyderabad to Arunachalam" package promises a serene three-day journey filled with exploration, set to kick off on select dates in April, May, and June.

Priced at Rs 7,500 for adults and Rs 6,000 for children, the tour ensures a tranquil start from CRO Basheerbagh at 6:30 pm. Embark on a spiritual odyssey as day one unfolds with an early morning arrival at Kanipakam, allowing ample time for refreshments and check-out before delving into the sacred Kanipakam Temple. Journey onward to Thiruvanamalai, indulging in a leisurely lunch at TTDC Aalayam Hotel before immersing in the divine aura of the Arunachaleswara Temple. Wrap up the day with a delectable dinner and a comfortable overnight stay at TTDC Aalayam Hotel.

Day two unveils further enchantment as travelers explore the Sripuram Golden Vehicle in Vellore, relishing in lunch and marveling at the exquisite Sripuram Golden Temple. Bid adieu to Vellore as the return journey to Hyderabad commences in the late afternoon, accompanied by dinner en route.

image

The package encompasses twin-sharing accommodation and transportation, ensuring a seamless and hassle-free experience throughout the expedition. Excluding expenses for temple visits and additional meals, the tour offers a perfect blend of spiritual encounters and leisurely escapades.

Telangana Tourism's initiative underscores a commitment to providing immersive experiences tailored to diverse interests, promising a rejuvenating getaway amidst the serenity of Arunachalam. For bookings and inquiries, reach out at +91 98485 40371.

Experience the allure of spirituality with Telangana Tourism's "Hyderabad to Arunachalam" package, where every moment is a step closer to inner peace and tranquility.

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.