MUMBAI: Do you miss the delicious flavour of piping hot food or the luxury and comfort of your own space while travelling on board? SpiceJet gets up close and personal with its customers to pop these questions in a series of exciting TV commercials that the airline has launched after scripting the greatest aviation turnaround perhaps the world has ever seen!
Decoding the phrase ‘absence makes the heart grow fonder’ and centred on a powerful consumer insight, SpiceJet in another outgoing effort is all set to grab your mind this month. Underlining the significance of a hot meal, spacious leg room and knocking off queues from your travel schedule among others, the airline flaunts a set of commercials thoughtfully placed through everyday life situations and narrated with a dash of humour.
SpiceJet CMD Ajay Singh said “It is our grand vision to make every Indian fly which comes with the added responsibility of rephrasing ‘luxury’ for our customers. Underlining the minor details goes a long way in adding value to the ‘experience’ a brand renders and that is what our efforts are driven towards. We want to reach out to every Indian who is waiting to experience the red hot spicy affair with SpiceJet and our campaign adds a more exciting flavour to our sustained efforts.”
SpiceJet was amongst the first low cost airlines to offer hot meals for sale on board, the first to offer dedicated extra legroom seats in a specially configured cabin, and the first to innovate in multiple other ways. While millions of travellers have relished the taste of the red, hot, spicy flying experience first-hand, the airline took a step forward to inform the mass customers about the benefits of flying with SpiceJet. The two key differentiators identified being – Hot Meals and SpiceMax
Chief Marketing Officer Debojo Maharshi said “Our campaign mirrors the spirit of celebrating everyday moments with SpiceJet. Through fun, engaging and slice of life situations the commercial persuades the consumer to make a smarter choice by choosing to fly with us. Publicis has done a fabulous job conceiving a campaign which offers the perfect balance of messaging and drama.”
“Our mandate was not just about creating communication for these key differentiators, but to also provide consumers with a compelling argument about why SpiceJet is the right choice for them. A strong consumer insight is what was required”, added Publicis Capital CEO Hemant Misra.
Publicis Capital NCD Joy Mohanty said, “The life truth was that there are times when you willingly compromise and eat a cold meal, be cramped for space, and even stand in a queue. But you never need to compromise when you’re flying, thanks to SpiceJet.”
Conceived and created by Fingerprint Films, and directed by Karan Shetty, the campaign is already up and running across all the popular digital and social networking sites, and is set to break on television soon. Having received very positive response the campaign flags off the exciting times that lie ahead for SpiceJet.
