Air India Express Launches ‘Xpress Wali Baat Hai’ Campaign With Pankaj Tripathi
Air India Express has launched its “Xpress Wali Baat Hai” campaign featuring Pankaj Tripathi.
SociapaHQ
Air India Express has launched a new brand campaign titled “Xpress Wali Baat Hai,” featuring Pankaj Tripathi.
According to the airline, the campaign unfolds through a series of short films showcasing different aspects of the Air India Express travel experience, including comfortable seating, “Gourmair” hot meals and the airline’s network of 500 daily flights across South, Southeast and West Asia.
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The campaign focuses on highlighting everyday moments of comfort, hospitality and warmth associated with air travel.
Speaking about the campaign, 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.”
He added that the campaign reflects a shared aspiration among travellers to feel genuinely cared for during journeys.
“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,” Tripathi said.
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Airline Bets On Emotional Storytelling:
Commenting on the campaign, Siddhartha Butalia said the campaign reflects the airline’s broader proposition of delivering experiences rooted in Indian hospitality.
“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,” Butalia said.
He added that the airline’s focus extends across multiple aspects of the travel experience, including cabin comfort, onboard meals and network connectivity.
According to the company, the campaign is currently running across television, digital platforms, OTT, cinema, print and outdoor advertising channels.
The rollout is also being supported through content collaborations and social media engagement initiatives.
Air India Express said the campaign is additionally live through its association with the ongoing Indian Premier League season as an associate sponsor, alongside integrations with the tournament’s official broadcast partner.
For marketers, the campaign reflects how airlines are increasingly using emotionally driven storytelling and relatable personalities to position travel experiences around comfort and hospitality rather than only operational efficiency.
