The Air India Express Campaign Paradox: Why the Industry’s Best Marketing Effort Still Misses the Mark (And What To Fix Instead)
Air India Express’s “Xplore More, Xpress More” campaign is the finest piece of aviation advertising to emerge from India in years. Yet it embodies a fundamental marketing paradox: creative excellence doesn’t guarantee strategic effectiveness. Against SpiceJet’s hip-hop safety videos and IndiGo’s print announcements, this Dibakar Banerjee-directed effort feels like proper brand storytelling. But when your emotional appeal disconnects from operational reality, you’re creating beautiful irrelevance rather than booking behaviour.