Mumbai: Air India Express has launched its new brand campaign, ‘Xpress Wali Baat Hai’, featuring acclaimed actor Pankaj Tripathi. The campaign celebrates the airline’s signature travel experience, highlighting its expansive network, comfortable cabin experience, ‘Gourmair’ hot meals, and the warmth of Indian hospitality.
The campaign unfolds through a series of short films that portray relatable travel moments and experiences designed to resonate with passengers across India. It showcases the airline’s growing network of over 500 daily flights connecting destinations across South, Southeast and West Asia.
Known for his grounded persona and widespread appeal across metros and emerging cities alike, Pankaj Tripathi brings authenticity to the campaign, reflecting the airline’s promise of making every journey comfortable, familiar, and distinctly Indian.
Within its first week, the campaign has generated significant traction during the ongoing Tata IPL and across digital platforms. According to the airline, the campaign has reached over 200 million viewers and garnered more than 1 billion views, while achieving an online engagement rate of 33%, alongside positive feedback for its storytelling and relatability.
Acclaimed actor Pankaj Tripathi said, “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. It reflects an aspiration we all share when we travel, to feel genuinely cared for along the way. What I truly appreciated about this campaign is its simplicity and honesty. It doesn’t try too hard, it simply brings alive those small moments of comfort, warmth, and joy that win your heart and stay with you.”
Siddhartha Butalia, Chief Marketing Officer, Air India Express, said, “This campaign reflects the essence of the proposition we have been building at Air India Express, an experience that goes beyond the functional, to creating meaningful connections with our guests, rooted in the warmth of Indian hospitality. What differentiates us is the attention to every element of the journey, from the comfort of our cabin experience and the authenticity of our Gourmair hot meals, to a network that reflects the cities powering growth across the region. This campaign brings that promise to life through a voice that is authentic, relatable, and deeply rooted in everyday experiences.”
The campaign comes amid a significant transformation phase for Air India Express. The airline has emerged as India’s second-largest airline in terms of both domestic and international routes, with a strong presence across Southeast and West Asia. Over the last year, the airline has expanded its domestic network by adding 12 new destinations.
With a fleet of more than 100 aircraft, over two-thirds of which are new, the airline continues to strengthen connectivity across Indian metros, state capitals, commercial hubs and leisure destinations. The campaign is currently running across television, digital platforms, OTT, cinema, print and outdoor media, alongside content collaborations and social media engagement. It is also live with the official broadcast partner for the ongoing Tata IPL season, where Air India Express is participating as an associate sponsor.
