e4m IDMA 2024: 'Find the X’ campaign by Air India Express bags gold

The 15th edition of the Indian Digital Marketing Awards (IDMA) on July 19 honoured the outstanding work done in the digital media ecosystem. The dazzling awards night celebrated the brands and agencies for their innovation and creativity in curating insightful and impressive campaigns. Among the top brands was Air India Express that bagged a gold metal for its ‘Find the X’ campaign under the ‘Best Use of Social Networks/ Social Media’ category. The campaign was conceptualised by BigTrunk Communications. 

At the spectacular awards night, top brands and agencies from the marketing and advertising world bagged metals for their impressive marketing strategies.

The innovative social media campaign by Air India Express leveraged user engagement to unveil its new brand identity. 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.

Central to the campaign was introducing a new logo, symbolized by an enigmatic ‘X’.  Air India Express took up a multifaceted approach and used social media platforms like Facebook, Instagram, and Twitter as primary mediums. The brand created curiosity with the daily posts on these platforms, encouraging users to locate the ‘X’ across the airline's social channels. 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. Additionally, the campaign generated 500K+ engagements across social platforms.

Complementing the social media campaign, the airline leveraged YouTube's visual storytelling capabilities and launched 3 captivating brand films which offered an immersive insight into the airline's ethos and vision. The campaign captivated the audience's attention and garnered 50M+ views on YouTube.

The winners of the Indian Digital Marketing Awards 2024 were selected from across eight prime categories - Web, Mobile and Tablets, Social Media, Search and PPC campaigns, For Small Medium Business, For Start-Ups, Hall Of Fame Awards and Special Awards. This year, the e4m IDMA 2024 jury was chaired by Suresh Narayanan- Chairman & Managing Director, Nestlé India.