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.