案例库 · 市场与品牌 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
Air India Express turned Indian English into a brand voice with a dictionary.
A playful dictionary of everyday 'Inglish' words let a low-cost airline position itself as India's most culturally engaged carrier, drawing 25M interactions.
Air India Express
那一手
Air India Express was a low-cost carrier competing largely on price with little brand affection, in a market where the country with the second-largest English-speaking population speaks a distinctly Indian English.
Most airlines reach for sameness: impeccable, globally polished English. Instead Juice (TBWA) published the 'Inglish Dictionary', redefining everyday Indian words - 'biscoot', 'one-by-two', 'Foreign Return', 'time pass' - with witty definitions and Sohrai folk-art design.
Printed as a limited hardback and offered free online, it celebrated the language rather than correcting it, positioning the airline as the carrier that gets how India actually talks and tying that to its exploration-and-inclusion brand line.
The campaign drew over 25 million downloads and digital impressions within months and went on to win the Grand Prix plus two Silvers at Spikes Asia 2026.
为什么管用
- A dictionary is something people keep and share, unlike an ad they scroll past.
- Celebrating a language people are often told is 'wrong' earns affection price cannot buy.
- It gives a price-driven airline a distinctive voice, which is exactly what it lacked.
可以搬走什么
When you cannot outspend rivals on craft, claim a piece of shared culture your audience owns; a voice that mirrors how people actually speak is a cheaper, stickier differentiator.
后来呢
The dictionary became an ongoing platform and won the Print & Publishing Grand Prix along with two Silvers at Spikes Asia 2026; Air India Express cited it as proof that a distinctive expression of identity is a differentiator against 'prescriptive protocol' competitors.
资料来源
- Air India Express bags Grand Prix, multiple metals at Spikes Asia 2026
- Air India Express' 'Inglish Dictionary' soars with Grand Prix and multiple metals at Spikes Asia 2026
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