Air India Express Launches Largest Brand Campaign - ‘Xplore More, Xpress More’

Air India Express has unveiled one of the Indian aviation industry’s largest brand campaigns – ‘Xplore More, Xpress More’, an ode to the transformative power of travel that makes every trip a journey of memorable moments and meaningful connections.

The campaign comes at a defining moment for the airline, which now connects 60 destinations across the Middle East, Southeast Asia and South Asia, with an impressive fleet of 115 aircraft, including 50 brand-new planes.

Conceptualised in collaboration with the Omnicom Advertising Group (OAG), and directed by acclaimed filmmaker Dibakar Banerjee, the campaign reflects Air India Express’s evolving brand narrative, which is rooted in the warmth of Indian hospitality, authentic experiences, and meaningful travel.

At the heart of the campaign is a film that follows a free-spirited traveller exploring diverse destinations within India and beyond. Immersing herself in local cultures, gestures and flavours, she embodies the spirit of every curious explorer, spontaneous flyer, and seeker of stories. The protagonist represents a growing tribe of individuals seeking to discover and define themselves by their travel and experiences. Through her eyes, Air India Express steps beyond facilitating transportation, towards becoming an enabler of experiences and meaningful connections between people, places and cultures.

Siddhartha Butalia, Chief Marketing Officer, 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 travellers 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 travellers to discover themselves as they explore the world around them.”

The campaign is anchored in Air India Express’s signature offerings – hot meals, comfortable seats, and warm service. The master TVC is a 60-second film with a 30-second edit, closing with the evocative line: “I’m from everywhere that’s made me feel something special. I guess I’m a little Air India Express too.”

Two supplementary short films specifically highlight the airline’s superior in-flight dining experience and comfortable cushioned leather seats.

Dibakar Banerjee, Director of the campaign films, added: “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, said: “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. In doing so, Air India Express transforms the act of flying into something deeper: an experience that connects, inspires, and leaves an impression long after you land.”

With thoughtfully curated touches – from curated fares, ‘Gourmair’ hot meals, comfortable seats, and refreshed interiors, to exclusive loyalty benefits and seamless digital journeys – Air India Express blends smart technology with heartfelt Indian hospitality, helping guests travel their way and feel at home wherever they go.

The campaign, launched in leading newspapers across the country, will run across TV, cinema, OTT and digital platforms, as well as magazines and outdoor advertising in airports and major cities across the country. It will also be supported by content collaborations across social media.