Air India Express has awarded the creative mandate to Omnicom. The contract has been signed, and the account is of a retainer nature. It was a multi-agency pitch in which the company sought to refresh its brand identity and create content that would appeal to younger audiences.
Air India began implementing its new worldwide brand identity across all touchpoints last year. The major airline started the exercise by completely switching to digital and online platforms and rebranding at the airports in Delhi and Mumbai. In August, the company revealed its new brand identity.
Air India Express and AirAsia India, two subsidiaries of Tata-owned Air India, unveiled the redesigned new Boeing 737-8 aircraft bearing the redesigned Air India Express branding in October 2023. The airline encouraged customers to “Fly As You Are” with its sleek, contemporary design, vivid colors, and aircraft livery.
Air India’s new brand colors include Air India red, aubergine, rose gold, and gold accents. The updated designs feature these colors. The Tata Group-owned airline, said that visitors will start to notice the new branding at different touchpoints, such as check-in counters, boarding gates, lounges, and newly created boarding cards, beginning with the airports in Delhi and Mumbai.
Air India recently unveiled new Manish Malhotra-designed uniforms for its cabin and cockpit crews. The company plans to gradually implement the new uniforms over the next few months. It will mark the beginning of Air India’s first Airbus A350 aircraft service.
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