Air India Express · India · 2025Design & Packaging
Inglish Dictionary.
Air India Express celebrated the English spoken in India through an illustrated dictionary.
- Brand
- Air India Express
- Agency
- Juice
- Market
- India
- Region
- Global
- Year
- 2025
Campaign images
The challenge
The airline's Fly As You Are platform needed a distinctive expression of identity that felt familiar to its audience.
The idea
Juice collected recognisable Indian-English words and expressions in a printed dictionary. Typography and illustrations made everyday speech the subject of a crafted publication, extending the brand's invitation to embrace individuality.
Case study source: Kyoorius Source ↗
Awards
- Spikes Asia 2026Print & PublishingGrand Prix
Credits
- Brand
- Air India Express
- Chief Creative Experience Officer
- Russell Barrett
- Executive Design Director
- Ruchita Zambre
- Creative Director, Copy
- Aniket Mangrulkar
- Illustrator
- Shirin Kekre
- Senior Art Director
- Tushar Rajput
