Alongside the festive addition, the airline also recorded a Middle Eastern version of its sonic identity
Incorporating an auditory extension to its new brand experience, Air India Express infused a festive spirit in its signature sonic identity, infusing holiday vibes into its brand music in-flight. Alongside the festive addition, Air India Express also recorded a Middle Eastern version of its sonic identity.
The sonic identity of Air India Express was developed in a meticulous three-stage process originating with the brand's distinctive personality of intuitiveness, style, accessibility, and warmth while capturing the spirit of New India infused with optimism and confidence. The Air India Express sonic identity artfully embodies the brand essence depicting three distinct rasas of Indian classical music – karuna (empathy), adbhuta (wonder) and veera (valour). The sonic identity also incorporates a distinct take on the signature two-tone airline announcement ‘chime.’ The Christmas-themed sonic identity is designed to resonate with the holiday spirit, offering a unique and memorable sensory experience.
Talking about the brand sonic identity, Siddhartha Butalia, Chief Marketing Officer, Air India Express, said, “Travel is meant to be about new experiences and lasting memories, and music resonates emotionally with both a universality in the way we experience it as well as cultural specificity. Like our brand, our sonic identity has been crafted to deliver a more holistic and memorable sensory experience. It encapsulates the essence of the new Air India Express brand and positioning, embodying the ‘Explorer’ and the ‘Everyperson’ archetypes, and inviting travellers to ‘Fly as You Are’ with a more liberating travel experience empowered by digitally driven personalisation. Our brand identity is reflected in our vision to inspire new possibilities and make meaningful connections with unmatched Indian warmth. Like the unique patterns of India on the tail of every new aircraft we are inducting, our sonic identity reflects the rich heritage and tapestry of our culture while resonating the vibrancy and confidence of a progressive and pluralistic future.”
The sonic identity for Air India Express amalgamates the dynamism of exploration with the familiarity and accessibility that define the brand. Using the science of sound and the art of music, the sonic identity was developed in collaboration with BrandMusiq.
The Explorer avatar comes alive with the use of an Electric Guitar motif and Synth Bass Arpeggiator while the Everyperson avatar is brought alive with the use of the Sitar, Ghatam and Tabla. The dynamism, confidence, and optimism of the brand are expressed using a Synth Bass in combination with Kick and Snare Drums.
For the Middle East, Air India Express has thoughtfully adapted its sonic identity to resonate with the rich cultural nuances of the region. The Middle Eastern rendition of the sonic identity uniquely interprets sound as a unifying force between diverse regions, recognising music as a universal language. This adaptation incorporates distinctive instruments indigenous to the Middle East, such as Oud and Bağlama (string instruments), Darbuka and Mirwas (percussion instruments), Bouzouki (another string instrument), and Rebab (a traditional bowed string instrument). By infusing these authentic elements, the airline adds a captivating Middle Eastern flavour to its signature brand melody, reinforcing its commitment to cultural inclusivity and creating an auditory experience that resonates with the diverse communities it serves.
Air India Express is featuring various artistic renditions of its sonic identity in its brand launch film, brand manifesto audio-visual, in-flight and at various customer engagement platforms including its website, contact centre and multilingual Chatbot Tia.
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