Brands
Aloke Singh to step down as Air India Express chief
Hamish Maxwell takes charge of compliance and safety as carrier reshapes operations
MUMBAI: Aloke Singh is set to step down as chief executive of Air India Express, drawing the curtain on what he calls a five year phase of “defining transformation” at the Tata Group’s low cost international carrier.
In a farewell memo to employees, Singh reflected on an airline that, in his words, evolved from a “sub-scale niche operator into India’s third-largest narrow-body carrier”. It was a tenure marked not just by change, but by scale. Under his leadership, the fleet expanded four fold to more than 100 aircraft, while the workforce grew to around 8,300 people.
The airline confirmed that Hamish Maxwell, currently chief operating officer, will assume the role of accountable manager. He will oversee regulatory compliance, operational performance and safety, taking charge at a time when operational discipline is central to the airline’s next phase.
Singh’s departure comes as Air India Express continues to streamline its fleet and network while aligning more closely with the broader ambitions of the Air India group. The integration drive, following the merger with AirAsia India, aims to simplify operations and strengthen the carrier’s position in India’s fiercely competitive budget travel market.
Reflecting on the intense merger process and rapid fleet expansion, Singh told employees that what would endure most was the “team’s resolve and professionalism during high-pressure moments”. The tone of his note was both proud and personal. “Ours has been a journey without parallel. I would not trade a single chapter,” he wrote.
A seasoned aviation executive, Singh has led Air India Express since November 2020. Before that, he served as senior advisor for airline consulting at CAPA – Centre for Aviation and was co founder and chief executive of OpenSky Resorts. Earlier in his career, he held the role of chief officer network planning at Oman Air in Muscat, and spent more than two decades in various roles at Air India Limited, culminating as executive director for strategy and planning.
As Singh signs off, Air India Express finds itself larger, leaner and mid transition. With Maxwell now overseeing compliance and safety, the airline’s message is clear: the transformation story may have a new narrator, but the flight path remains firmly set.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
