Air India Express's flying canvas, aircraft becomes moving art
Air India Express has decorated its entire aircraft with art as part of its Flying Canvas initiative, part of the company's new strategy to bring Indian culture to the world and differentiate itself in the low-cost market.
To differentiate itself in the crowded low-cost airline market, Air India Express has launched a new initiative called The Flying Canvas. Through this campaign, the company has decorated one of its aircraft entirely with art.
First ever art wrap on an entire aircraft
As part of this initiative, a Boeing 737-8 (VT-BWV) aircraft has been completely covered in artwork.
This is an extension of the previous Tales of India campaign, which initially featured designs only on the tail of the aircraft. Now, the entire aircraft has become a mobile art installation.
Partnership with Kochi-Muziris Biennale
The project is the result of a long-standing partnership with the Kochi-Muziris Biennale. This time, the artist chosen was Oshin Siva, who presents Indian heritage in a modern and futuristic style.
Global exposure of Indian culture
The aircraft's design incorporates Tamil cultural motifs and futuristic symbols. The aircraft has now become a moving billboard showcasing India's cultural identity across the airline's more than 60 destinations.
A glimpse of Indian art was seen earlier also
Air India Express has been showcasing traditional Indian art forms like Kalamkari and Bandhani on its aircraft since the brand refresh in October 2023. However, this is the first time the entire aircraft has been covered in art.
Try to make travel an experience
The company believes that this initiative is not just about branding, but also about creating an emotional connection with passengers, aiming to create a unique travel experience.
What the company says
Siddharth Butalia, Chief Marketing Officer, Air India Express, said that art connects people across borders. This project presents the aircraft as a vibrant cultural symbol.
Strategy to increase brand value
In this sector where price-based competition prevails, the company is now focusing on cultural and emotional connections to create a distinct image among the passengers.
Plans for further expansion
The company is preparing to bring more such projects in the future, so that Indian art and culture can be presented more strongly at the global level.