To differentiate itself in the crowded low-cost airline market, Air India Express has started a new initiative called The Flying Canvas. Through this campaign, the company has presented one of its aircraft completely decorated with art.
Art wrap on entire aircraft for the first time
Under this initiative, the Boeing 737-8 (VT-BWV) aircraft has been completely covered with artwork. This is an extension of the earlier Tales of India campaign, in which earlier designs were made only on the tail of the aircraft. Now the entire plane has become a moving art installation.
Partnership with Kochi-Muziris Biennale
This project is the result of a long-running partnership with Kochi-Muziris Biennale. This time artist Oshin Siva was selected, who has presented Indian heritage in a modern and futuristic style.
Global display of Indian culture
The design on the aircraft includes motifs from Tamil culture and symbols related to the future. This aircraft has now become a walking billboard showcasing India’s cultural identity at more than 60 destinations of the airline.
A glimpse of Indian art was seen earlier also
Since the brand refresh in October 2023, Air India Express has been showcasing traditional Indian arts like Kalamkari and Bandhani on its aircraft. However, this is the first time to cover the entire aircraft with art.
Trying to make travel an experience
The company believes that this initiative is not just limited to branding, but is also an attempt to create an emotional connect with the passengers. With this, the aim has been set to give a different experience to the journey.
What does the company say
Siddharth Butalia, Chief Marketing Officer, Air India Express, said that art connects people beyond boundaries. Through this project the aircraft has been presented as a living cultural identity.
Strategy to increase brand value
In this sector of price-based competition, the company is now emphasizing on cultural and emotional connections, so as to create its own distinct image among the passengers.
Further expansion plans
The company is preparing to bring more such projects in future, so that Indian art and culture can be presented more strongly at the global level.