MUMBAI: SpiceJet has once again livened up the skies with a vibrant Holi celebration that has set social media abuzz. The budget airline's crew members, decked out in matching blue denim jeans, white kurtas and black shades, performed a choreographed dance to the popular song Balam Pichkari for passengers travelling on Holi.

The performance, which featured crew members dancing with unbridled energy in the aircraft aisle, is part of the airline's tradition of celebrating the festival of colours in style.

"A signature festival, a signature song, and a celebration like no other! Our crew brought Holi to life with an energetic dance, proving that traditions take flight with us!" SpiceJet posted on their social media handle, clarifying that the "video was filmed on ground with all safety standards in place."

SpiceJet chief customer officer Kamal Hingorani coloured his comments with enthusiasm: "Holi isn't just about colours—it's about energy, togetherness, and a splash of fun! At SpiceJet, we bring the same vibrancy to our work, fostering a culture of teamwork and positivity."

Added SpiceJet chief business officer Debojo Maharshi: “Holi is a festival that paints the world with happiness, and at SpiceJet, we are thrilled to kick off the celebrations with our signature Balam Pichkari performance. Our incredible crew turned the aircraft into a stage of joy, blending music, dance, and tradition to create an unforgettable experience for our passengers. We are proud to celebrate India’s vibrant culture with this burst of festive cheer – wishing everyone a Holi filled with colour, love, and safe travels!” 

The in-flight festivities have received plaudits from marketing experts. Sony Pictures Networks vice president sales Vikram Vijay Chandan described the campaign as "a masterclass in experiential marketing" that "worked like wildfire" by generating buzz and encouraging social media sharing.

"It humanised the brand by showcasing their crew's enthusiasm, allowing the airline to differentiate itself and in the process helped foster brand loyalty," Chandan remarked.

To watch the video click here: SpiceJet crew Holi dance

This isn't the first time the budget carrier has painted outside the lines with its Holi celebrations. Previous performances include flash mob dances at Delhi airport in 2015 and 2017.

While some naysayers might cry foul over such airline antics, the colourful initiative certainly seems to have helped SpiceJet's marketing efforts soar to new heights