XP&D Shines as Air India's Partner in Unveiling a New Era of Branding Excellence

Industry Watch | August 17, 2023 | News

XP&D Air India Wikreate

In a compelling partnership, Air India joined forces with the innovative event and advertising firm, XP&D, to introduce its revitalized brand identity. The eagerly awaited event, held on August 10th, 2023, marked a significant milestone in Air India's journey toward a more modern and promising future.

From its inaugural flight on August 1st, 1953, under the banner of Indian Airlines, the airline has undergone a remarkable evolution to become the Air India we know today. Fast forward to August 10th, 2023, Air India unveiled its renewed identity, seamlessly blending aspects from its Vistara counterparts and subsidiary airlines. This historic occasion witnessed the debut of a new logo and branding concept named "The Window Of Possibilities," a collaborative effort with XP&D.

XP&D was entrusted with the task of enhancing the event with creative content that highlights the profound impact of Air India's transformation. The event commenced with a captivating performance by Lydian Nadhaswaram, a prodigious piano talent, accompanied by his sister Amirthavarshini on the flute.

Following this mesmerizing performance, Air India's fresh identity was unveiled through a thoughtfully crafted film. The film artfully weaved together design elements from its sub-brands, embodying the essence of "The Window of Possibilities." At the heart of this transformation stood the new logo, the Vista, symbolizing boundless potential, progressiveness, and a confident outlook for the future.

"Their performance was a symphony for the senses, with each note resonating with the soul and setting the mood for the rest of the event. They indeed provided an exceptional kick-start to the show. Air India’s new branding is a testament to their history and their ambitions for the future, with their new logo, the Vista, inspired by the golden window frame of the window of possibilities. The new logo represents an ideal, showcasing the brand’s commitment to reaching greater heights each day! XP&D collaborated with the Air India team to ensure that their new brand image was brought to life in a larger-than-life way, incorporating anamorphic technology to craft an incredible show," remarked Chanda Singh, CEO, XP&D.

Just as Air India's aspirations reached new heights, so did the orchestrated reveal by XP&D. A stunning set featuring two anamorphic displays served as a canvas for visuals that seamlessly complemented the brand's main film. As each element unfolded on the screen, the anamorphic displays elevated the spectacle, presenting awe-inspiring supplementary content.

"This marked the first instance in India where anamorphic screens were employed to enhance a brand film, rather than taking center stage. With that in mind, we meticulously designed an incredible supplementary set that would amplify the impact of the main film, all the while ensuring it wouldn't distract the audience," noted Arati Singh, Chief Content Officer, XP&D.

By seamlessly blending Air India's visual elements, the grand unveiling of the new branding, captivating visuals, and striking livery, all enhanced by innovative anamorphic technology, the audience was left captivated. Each moment of the spectacle unfolded effortlessly, portraying a vivid narrative of the brand's evolution.

"As someone who frequently flies with almost every airline, Air India holds a special place in my heart. With their new branding, we are welcoming a completely reimagined version of the airline – one that is more evolved, refined, and forward-looking. This transformation is deeply personal and mirrors our lives, journeys, and destinations. Let's raise a toast to the Maharaja – a toast to the new!" recounted Sukrit Singh, XP&D.

As the awe-inspiring scene played out, attendees naturally contemplated the future path of this iconic brand. With curiosity and anticipation in the air, they eagerly anticipated the exciting new chapters that Air India was set to script in the times ahead.

XP&D was entrusted with the task of enhancing the event with creative content that highlights the profound impact of Air India's transformation.

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