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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 Nithyakala Neelakandan
Published on October 25, 2024
The Adventure Tour Operators Association of India (ATOAI) is set to host its 16th Annual Adventure Convention in Tawang, Arunachal Pradesh, from December 3rd to 8th, 2024. This six-day event will bring together adventure tourism professionals from across the country, highlighting Arunachal Pradesh’s potential as a premier adventure destination. The convention will explore how adventure tourism can fuel sustainable economic growth while preserving the region’s natural and cultural heritage.
Arunachal Pradesh Chief Minister Pema Khandu expressed confidence in the state’s potential to become India’s top adventure tourism hub. He believes this event will not only showcase Arunachal's untapped opportunities but also boost the state's global recognition and economic development. Tourism Minister P D Sona echoed these sentiments, emphasizing that adventure tourism investments can drive economic progress while safeguarding the state's unique heritage.
The convention will feature sessions, panel discussions, and awards recognizing industry excellence. Delegates will participate in familiarization (FAM) trips to explore the region’s stunning landscapes, including its famed leopard safaris and uncharted terrains. A pre-convention adventure guide training program will also be held in Itanagar to enhance local capacity in the adventure tourism sector.
ATOAI President Ajeet Bajaj emphasized the association's commitment to making India a top destination for responsible adventure tourism, with Arunachal Pradesh as a key focus. He added, “We look forward to showcasing Arunachal Pradesh as a model for responsible tourism, setting new standards for environmental stewardship and community-driven development.”
The convention will also promote "Border Tourism," offering delegates the chance to visit significant sites like Bumla Pass and the NIMAS facility in Dirang, which is known for its world-class adventure training programs. Oken Tayeng, ATOAI North East Chair, highlighted the need for adventure tourism to benefit local communities through sustainable practices and job creation.
The 16th ATOAI Adventure Convention promises to be a landmark event, positioning Arunachal Pradesh as a leading destination for adventure tourism in India.
The Kerala Government has approved Responsible Tourism (RT) projects worth INR 6.64 crore for the year 2024-25, aimed at promoting sustainability and community participation across key destinations. These initiatives are part of the state’s ongoing efforts to enhance its tourism offerings through sustainable and inclusive practices. Key destinations that will benefit from these projects include Kumarakom, Beypore, and other prominent tourism spots.
The Responsible/Resilient Tourism project has been allocated INR 1.81 crore, while the Beypore Integrated RT Development Project will receive INR 1.15 crore. These projects are expected to improve tourism facilities and services in these areas while promoting eco-friendly and community-driven tourism models. The government has also set aside INR 1 crore for RT marketing and promotional activities, aiming to position Kerala as a year-round experiential tourism destination.
Tourism Minister P A Mohamed Riyas emphasized the critical role of Responsible Tourism in shaping the future of Kerala’s tourism industry. He noted that recent national awards for RT initiatives in Kanthalloor, Kadalundi, and Kumarakom underscore the success of the state's efforts to promote sustainable rural and agri-tourism. "The RT initiative is going to be the driver of Kerala tourism in the future," he said, adding that the expansion of RT activities is expected to attract more foreign tourists, boosting the state's tourism model.
The government has also approved INR 90.99 lakh for the second phase of RT Mission Society projects, as well as INR 38.10 lakh for training programs at the RT Mission Society Training Centre in Kumarakom. These training sessions will focus on integrating digital marketing and artificial intelligence (AI) into tourism, along with capacity building for community leaders, homestay operators, and other local stakeholders.
In addition to Kumarakom and Beypore, other destinations that will benefit from RT projects include Valiyaparamba, Dharmadam, Thirunelli, and Nelliyampathi. The goal is to diversify tourism offerings while scaling up the involvement of local communities, ensuring that tourism remains both inclusive and sustainable. These projects aim to support job creation and generate income for local populations, with a focus on gender-inclusive tourism models.
Since its inception in 2008, Kerala’s Responsible Tourism initiative has grown into a vast grassroots network, benefiting over 1.5 lakh families. The initiative promotes sustainable tourism practices that benefit local communities while enhancing the overall visitor experience. The RT Mission’s activities have been widely recognized both in India and globally, positioning Kerala as a leader in sustainable tourism.
Tourism Secretary K Biju stated that the government's ongoing support for RT initiatives would help bring new destinations and activities to Kerala's tourism map. Kerala Tourism Director Sikha Surendran echoed these sentiments, noting that the popularization of RT projects would further strengthen the state’s tourism appeal.
India’s premier curated travel event, The Gypsy Travel Festival, is set to return for its third edition on January 11th and 12th, 2025, at Jio World Drive, Mumbai. The two-day event promises to redefine travel by offering a unique blend of culture, adventure, and expert guidance, allowing attendees to discover and personalize their next vacation, all in one place.
The festival, organized by the Gypsy Travel Network, offers travelers the opportunity to explore the best of global travel experiences, products, and destinations. With a focus on seamless planning, customization, and booking, the event provides access to expert insights from leaders in the travel industry, exclusive festival-only offers, and immersive experiences. Attendees can enjoy virtual reality tours, live performances, and interactive workshops such as perfume-making and origami, all aimed at enriching the cultural connection to travel.
Sumit Lulla, Festival Director, highlighted the evolving nature of travel: “Travel has moved beyond just visiting new places. It’s now about connecting with people, experiencing diverse cultures, and creating unforgettable stories. Our aim is to build a community of travelers through both online and offline platforms, becoming India’s trusted source for unique travel experiences.”
In line with the rising trend of travel in India, which currently holds the top spot in the APAC Travel Confidence Index, The Gypsy Travel Festival serves as a vital platform for travel enthusiasts to turn their dreams into reality. With over 300 travel products representing all seven continents, the event allows visitors to plan their next adventure with the help of industry experts, discover new destinations, and secure their trips at unbeatable prices.
Beyond just offering travel deals, The Gypsy Travel Festival focuses on fostering a sense of community among travelers, providing opportunities for networking and shared inspiration. Whether you’re a seasoned globetrotter or someone planning their next getaway, the festival is the perfect place to start your journey.
This edition of the festival is timed perfectly for those planning their summer vacations, ensuring that attendees leave with exciting and personalized travel ideas. It’s a one-stop destination for anyone looking to make their next travel experience truly special.
About The Gypsy Travel Festival:
The Gypsy Travel Festival (TGTF) is India’s premier travel marketplace, connecting travelers with unique experiences, products, and innovations from around the globe. Since its launch in 2017, TGTF has helped over 35,000 travelers discover new destinations and cultures. The festival is part of the Gypsy Travel Network, providing a platform for tourism industry stakeholders to engage and connect directly with aspiring travelers.
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