Air India Express depicts transformative power of travel

Directed by Dibakar Banerjee, this one-minute film promoting India's first international budget carrier is aimed at depicting how travel can transform us through experiencing genuine hospitality and connection. Air India Express, launched two years ago, describes itself as "India’s most vibrant and inclusive airline - warm, expressive, and proudly authentic, using thoughtfully considered technology to enable flyers to personalise their travel experience". Renowned film-maker Banerjee says he was attracted to the idea of bringing the brand to life for "an emerging, youthful, new India traveller", moving away from "the usual seen and heard images of an airline commercial". Does the ad capture and convey the aims successfully, do you think?

Keywords: Air India Express Xplore More, Xpress More, travel in India, first value carrier India, solo women travellers, Omnicom Advertising Group India