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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 Nishang Narayan
Published on December 26, 2024
As the curtains fall on 2024, the travel industry pauses to reflect on a year that reshaped the sector and set the stage for the future. From the resurgence of domestic travel to advances in sustainable practices and technology-driven innovations, the year has been pivotal. Industry leaders Ashok Vashist, Founder and CEO of WTiCabs, and Pranav Dangi, CEO and Founder of The Hosteller, share their reflections and predictions for 2025.
Ashok Vashist described 2024 as a defining year for travel, with a strong push towards sustainability and technological integration. "The growing adoption of electric vehicles and shared mobility services has transformed the landscape. Customers now actively choose eco-friendly options, and corporates align with ESG goals by embracing sustainable practices," said Ashok. He highlighted challenges like charging infrastructure and battery recycling but emphasized the sector's resilience and adaptability.
Pranav Dangi reflected on the revival of domestic and international travel, driven by Millennials and Gen Z travelers seeking affordable, community-centric, and sustainable experiences. "The rise of offbeat and regional destinations due to remote work has energized domestic travel. Technology has been a game changer, with AI-driven personalization and seamless digital experiences becoming the norm," shared Pranav. At The Hosteller, sustainability initiatives such as energy-efficient operations and vegetarian menus resonated with eco-conscious travelers.
As 2025 approaches, both leaders foresee exciting opportunities and unique challenges.
Ashok Vashist envisions a transformative phase for mobility, with electric vehicles, alternative fuels, and shared services at the forefront. "AI, automation, and Mobility-as-a-Service platforms will drive seamless, personalized travel experiences. Investments in infrastructure and battery tech will bridge gaps, paving the way for scalable and inclusive mobility solutions," he said.
For Pranav Dangi, 2025 will be a year of innovation and personalization in travel. "Travelers will seek unique experiences like eco-tourism, cultural immersion, and adventure trips. Workations will continue to grow as remote work becomes a norm, and we at The Hosteller aim to provide tailored spaces for digital nomads. Technology will further simplify planning, with AI offering real-time recommendations," Pranav added.
Sustainability remains a central focus for both leaders. Ashok predicts a surge in demand for eco-friendly solutions, while Pranav anticipates increased interest in lesser-known destinations as travelers move away from crowded hotspots. "2025 will be all about meaningful travel, with Gen Z and Millennials driving trends like slow travel," Pranav concluded.
As the industry enters a new chapter, the insights of leaders like Ashok and Pranav underscore the evolving preferences of travelers and the innovations shaping the sector. Whether it’s creating seamless mobility ecosystems or redefining backpacking experiences, the future of travel is poised to be more sustainable, personalized, and connected.
Published on December 25, 2024
As the festive season kicks off, Dubai transforms into a magical winter wonderland, blending luxurious charm with heartwarming traditions. Whether you're planning a holiday with family, friends, or loved ones, ASM Tourism ensures a Christmas experience that’s nothing short of spectacular. Here’s your ultimate guide to celebrating Christmas in style in Dubai!
By Manu Vardhan Kannan
Akasa Air, the rapidly growing airline that began operations in August 2022, continues to expand its fleet with a strong partnership with Boeing. With a current fleet of 26 Boeing 737 MAX planes, the airline is poised to receive more aircraft as it works with Boeing to fulfill its order of 200 aircraft by March 2025. Akasa’s Founder and CEO, Vinay Dube, confirmed that the airline is in constant discussions with Boeing to manage aircraft deliveries, emphasizing that there are no supply chain concerns hindering their progress.
In a recent interview with PTI, Dube expressed optimism about 2024, noting that it has been a successful year for Akasa Air. He shared the airline’s continued commitment to service excellence, with a focus on delivering a gentler and kinder experience for travelers. "Consumers view Akasa as a kind and gentler airline, a little more empathetic," Dube said. The airline has also maintained a strong focus on ensuring its employees feel respected and valued, further enhancing the airline's culture.
Akasa Air has already inducted 4 new planes into its fleet in 2024 and plans to add more in the near future. While Dube did not provide specific numbers on the upcoming aircraft deliveries, he confirmed that Akasa Air remains confident in its strong relationship with Boeing and expects additional deliveries in the current fiscal year. In January 2024, the airline made headlines by announcing an order for 150 Boeing aircraft, which includes 737 MAX 10 and 737 MAX 8-200 models. This follows an earlier order for 72 Boeing 737 MAX aircraft placed in 2021.
Dube also addressed rumors surrounding the airline's potential funding plans, stating that Akasa is performing financially ahead of its expectations. "We are a well-capitalized airline, and we will continue to be one," he emphasized. This financial strength underscores the airline's commitment to growth, even amid a competitive market.
In light of concerns about a virtual duopoly in India’s aviation market, where IndiGo and the Air India group collectively dominate with over 91% market share, Dube remains focused on what Akasa can control. The airline, with a 4.5% market share, remains committed to serving customers with kindness and empathy, prioritizing the customer experience over external market dynamics.
Akasa’s future is bright, with an expanding fleet and a focus on exceptional service, ensuring it continues to grow in the competitive Indian aviation industry.
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