Air India Express, India’s first international value carrier, has launched its latest brand campaign, “Xplore More, Xpress More,” celebrating the spirit of meaningful and experience-led travel.
Conceptualised by Omnicom Advertising Group (OAG) and directed by Dibakar Banerjee, the campaign captures the airline’s youthful, vibrant personality and its deep-rooted Indian warmth. The central film follows a spirited traveller on a journey of discovery — across India and beyond — reflecting Air India Express’s promise of connection, exploration, and self-expression.
The campaign comes as the airline scales up operations to 60 destinations across South Asia, the Middle East, and Southeast Asia, supported by a growing fleet of 115 aircraft, including 50 new planes.
Siddhartha Butalia, Chief Marketing Officer, Air India Express, said:
“Two years ago, we redefined our identity as India’s most vibrant and inclusive airline. Today, with our expanded network and elevated service, we’re inviting a new generation of travellers to explore the world — and themselves — through every journey.”
Complementing the master film, a series of shorter edits showcase the airline’s enhanced in-flight experience, from elevated dining to cushioned leather seating, reinforcing its commitment to comfort and hospitality.
Dibakar Banerjee described the campaign as “a bold shift from conventional airline storytelling,” while Russell Barrett, Chief Creative Experience Officer, OAG, called it “an invitation to explore and express oneself freely.”
Blending technology, storytelling, and authentic Indian hospitality, Air India Express positions itself as an airline that doesn’t just fly people — it inspires them to travel meaningfully.
