Air India Express rebrands with X factor in livery & brand identity

Air India Express, a brand of Tata Group, has unveiled a new livery and brand identity at a lavish event hosted at Mumbai’s Chhatrapati Shivaji International Airport. The rebrand may be aimed towards bringing together the identities of Air India Express and AirAsia India. The latter of which was recently acquired by the Air India Group.
Air India Express, which earlier had the motto ‘Simply pricless’, will now be ‘Fly as you are’, indicating the shift in the airline’s marketing from price-focused to more experiential and premium.
Moreover, the airline’s branding debuted a fresh new aircraft in the fleet, the Boeing 737 MAX, which is a bold and major change.
The airline’s new visual identity includes an energetic and premium colour palette of Express Orange and Express Turquoise, with Express Tangerine and Express Ice Blue as supporting colors. In its visual transformation, the airline also redesigned its livery, taking inspiration from Indian tie-dye technique called Bandhani. It is said that the airline will be incorporating other such textile patterns in its livery to showcase the country’s diversity.
Campbell Wilson, Air India Chief Executive Officer and Managing Director, also announced that “Air India Group will take delivery of one new aircraft every six days on an average till the end of 2024”.
Aloke Singh, Managing Director of Air India Express, spoke about the rebranding, saying, "The integrated Air India Express-AirAsia India entity will operate as Air India Express, with a modern, refreshed branding, positioned as 'New India's Smart Connector”. Singh mentioned that sales, services, and distribution will now operate under the Air India Express branding.
Additionally, he informed that the combined entity will roll out a new network covering domestic, Gulf, Middle East, and Southeast Asia regions.
Air India Express has also unveiled a sleek and stylish new uniform for its cabin crew, embracing a fresh look that exudes elegance and professionalism. The primary colors of this attire are a captivating shade of Ice blue for the top, beautifully complemented by a sophisticated grey for the pants.