Air India Express, the budget subsidiary of Air India, has introduced a vibrant and culturally rich sonic identity, adding a festive twist to its in-flight music. The airline has also revealed a Middle Eastern rendition of its sonic identity, paying homage to its 13 destinations in the Gulf, the airline’s largest overseas market.
In a meticulous three-stage process, Air India Express developed its sonic identity, aligning with the brand’s distinctive personality of intuitiveness, style, accessibility, and warmth. The sonic identity encapsulates the spirit of New India, blending optimism and confidence with the essence of three distinct rasas of Indian classical music – karuna (empathy), adbhuta (wonder), and veera (valour). The signature two-tone airline announcement ‘chime’ has also been creatively integrated.
Siddhartha Butalia, Chief Marketing Officer at Air India Express, emphasised the significance of the sonic identity, stating, “Like our brand, our sonic identity has been crafted to deliver a more holistic and memorable sensory experience. It encapsulates the essence of the new Air India Express brand and positioning, inviting travelers to ‘Fly as You Are’ with a more liberating travel experience empowered by digitally driven personalization.”
The sonic identity, created in collaboration with BrandMusiq, a leading sonic branding firm in Asia, incorporates scales or ragas such as ‘Raag Savitri,’ expressing the brand’s ethos. Traditional instruments like the violin, sitar, santoor, and flute, along with modern elements like the electric guitar and synth bass arpeggiator, contribute to a harmonious fusion. The resulting melody reflects the rich heritage of India while resonating the vibrancy and confidence of a progressive future.
For the Middle Eastern rendition, Air India Express adapted its sonic identity to incorporate indigenous instruments such as Oud, Bağlama, Darbuka, Mirwas, Bouzouki, and Rebab. This adaptation aims to create an auditory experience that resonates with the diverse communities in the Middle East, emphasizing cultural inclusivity.
The sonic identity is prominently featured in various brand communications, including the brand launch film, brand manifesto audio-visual, in-flight, and customer engagement platforms. It is available for download on the airline’s website and in-flight experience hub, AirFlix. The powerful auditory signature aims to reinforce brand recognition and enhance the overall travel experience for passengers.
The rollout commenced with a complete transition to the new brand identity across digital channels, including the official website, mobile app, and social media platforms of Air India. Additionally, the rebranding process has begun at Delhi and Mumbai airports, with plans for a swift extension to other airports in the coming weeks.
