Results

Air India Express embarked on an innovative social media campaign to leverage user engagement to unveil its new brand identity. Central to the campaign was introducing a new logo, symbolized by an enigmatic "X." Before the logo reveal, the airline initiated a captivating interactive experience across various social media platforms. Users were prompted to decipher the significance of the "X" mark, fostering anticipation and intrigue. Air India Express orchestrated a multifaceted approach, using Facebook, Instagram, and Twitter as primary platforms. Daily posts encouraged users to locate the "X" across the airline's social channels, generating active participation and community involvement. The campaign's climax unfolded with the grand unveiling of the new logo and brand identity. This moment was orchestrated across their social media channels. The "X" was revealed as the cornerstone of the revamped logo, tying together the interactive journey users had embarked upon. Across various social media platforms, the airline achieved a reach of 30M+ and 5M+ views on Meta platforms, demonstrating its widespread appeal and resonance among users. On Twitter, the campaign trended in the Top 5 for 5 hours, indicative of its viral impact and online conversation generation. Additionally, the campaign generated 500K+ engagements across social platforms. Complementing the social media campaign, the airline leveraged YouTube's visual storytelling capabilities. Three captivating brand films were launched, offering an immersive insight into the airline's ethos and vision. Furthermore, the entire unveiling event was live-streamed, ensuring widespread accessibility. Through strategic promotion targeting potential travelers, the campaign achieved a high frequency of exposure, fostering strong brand recall within the travel community. Garnering 50M+ views on YouTube, the campaign captivated the audience's attention aptly. In summary, by harnessing the power of social media and storytelling, Air India Express successfully unveiled its new brand identity and solidified its position as a forward-thinking industry leader.