Air India Express has launched its new brand campaign, ‘Xpress Wali Baat Hai’, featuring acclaimed actor Pankaj Tripathi, highlighting the airline’s travel experience centred on comfort, hospitality and connectivity.
The campaign comprises a series of short films showcasing key aspects of the airline’s offerings, including comfortable seating, ‘Gourmair’ hot meals, and onboard service rooted in Indian hospitality. The campaign also highlights the airline’s network of 500 daily flights across South, Southeast and West Asia.
According to the airline, the campaign has already gained significant traction during the ongoing Indian Premier League and across digital platforms, reaching over 200 million people and generating more than one billion views. The airline said the campaign recorded an online engagement rate of 33 per cent.
Speaking on the campaign, Pankaj Tripathi said the films capture the warmth and comfort travellers seek during journeys.
“For me, a good journey is one that stays with you even after it ends, and that’s exactly what ‘Xpress Wali Baat Hai’ captures,” he said.
Siddhartha Butalia, Chief Marketing Officer at Air India Express, said the campaign reflects the airline’s focus on creating meaningful guest experiences beyond functional travel offerings.
“This campaign reflects the essence of the proposition we have been building at Air India Express, rooted in the warmth of Indian hospitality,” he said.
The campaign comes amid the airline’s ongoing expansion and transformation efforts. Air India Express said it has emerged as India’s second-largest airline by domestic and international routes, while expanding its domestic network with 12 new destinations over the past year.
The airline currently operates a fleet of more than 100 aircraft, with over two-thirds comprising new planes. Its network connects Indian metros, state capitals, commercial centres and leisure destinations across the region.
The campaign is being rolled out across television, digital platforms, OTT services, cinema, print and outdoor media. Air India Express is also associated with the ongoing IPL season as an associate sponsor.