Air India Express unveils “Xplore More, Xpress More,” a brand campaign focused on meaningful travel experiences and cultural connection.
Air India Express has introduced a large-scale brand campaign titled “Xplore More, Xpress More,” positioning travel as a source of meaningful connections and personal discovery. The airline, India’s first international value carrier, currently connects 60 destinations across the Middle East, Southeast Asia, and South Asia and operates a fleet of 115 aircraft, including 50 brand-new planes.
The campaign has been developed in partnership with Omnicom Advertising Group (OAG) and directed by filmmaker Dibakar Banerjee. It reflects Air India Express’ evolving brand direction, which emphasizes authentic travel experiences and the warmth of Indian hospitality. At the centre of the campaign is a film that follows a free-spirited traveller exploring diverse destinations. Through her journey, the campaign showcases the airline as more than a transport provider, aiming to position it as an enabler of cultural exchange and emotional connection.
Siddhartha Butalia, Chief Marketing Officer at Air India Express, said, “Two years ago, we launched our new brand identity as India’s most vibrant and inclusive airline – warm, expressive, and proudly authentic, using thoughtfully considered technology to enable flyers to personalise their travel experience. We have established ourselves as a leading airline for the guests we serve across South Asia, the Middle East and Southeast Asia. Our scale and differentiated service now enable us to deliver a flying experience that is unique and memorable, a proposition eloquently captured in our campaign inviting a new generation of flyers to discover themselves as they explore the world around them.”
The master TV commercial is a 60-second film, supported by a 30-second version, and closes with the line: “I’m from everywhere that’s made me feel something special. I guess I’m a little Air India Express too.” Two additional short films highlight the airline’s onboard product features, including its in-flight dining and comfortable cushioned leather seating.
Director Dibakar Banerjee commented, “The brand team took a courageous decision to showcase the experiential benefit of the airline to an emerging, youthful, new India traveller and wanted to dispense with the usual seen and heard images of an airline commercial. That differential is what I think is critical as a brand promise and that’s what attracted me.”
Russell Barrett, Chief Creative Experience Officer on AIX within Omnicom Advertising Group, added, “Xplore More, Xpress More speaks to a new generation of travellers who seek meaning, not just movement. It’s an invitation to explore the world and express oneself freely, to travel as you are, and feel truly seen along the way.”
The campaign is anchored in Air India Express’ key service offerings, including ‘Gourmair’ hot meals, comfortable seats, refreshed cabin interiors, curated fare options, digital convenience, and loyalty benefits. According to the airline, these elements blend technology with hospitality to help guests “travel their way” across its growing international network.