Air India Express has rolled out a campaign, 'Xplore More, Xpress More with Air India Express'.

Conceptualised in collaboration with the Omnicom Advertising Group, the campaign comprises a film. The film follows Riya, a free-spirited traveller who is exploring local cultures, gestures and flavours of different cities while travelling with Air India Express. The protagonist represents a growing tribe of individuals seeking to discover and define themselves through their travel and experiences. Through her eyes, the air carrier company steps beyond facilitating transportation, towards emerging as an enabler of experiences and meaningful connections between people, places and cultures.

What we think about it: The campaign subtly redefines Air India Express not merely as a carrier of people, but as a facilitator of stories, experiences, and personal transformation. It shifts the narrative from travel logistics to travel as a lifestyle and a journey of self-expression. The storytelling is warm and aspirational.

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 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”.

Russell Barrett, chief creative experience officer - AIX, 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.”