Air India Express unveils brand sonic identity

Air India Express infused a festive spirit in its signature sonic identity, infusing holiday vibes to its brand music in-flight. Alongside the festive addition, the airline also recorded a Middle Eastern version of its sonic identity. As per the airline, the sonic identity embodies the brand essence depicting three distinct rasas of Indian classical music – karuna (empathy), adbhuta (wonder) and veera (valour).

Additionally, the sonic identity of Air India Express was developed in a three-stage process originating with the brand’s distinctive personality of intuitiveness, style, accessibility and warmth.