|
Gurgaon, 4 July, 2016: 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.
Mr. Ajay Singh - CMD, SpiceJet, 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
Mr. Debojo Maharshi - Chief Marketing Officer, 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.”
Mr. Hemant Misra (CEO, Publicis Capital) said “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.”
Mr. Joy Mohanty (NCD, Publicis Capital) 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 Publicis Capital and directed by Karan Shetty (Fingerprint
Films), 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.
|