As part of its 20th anniversary celebrations, SpiceJet has unveiled a first-of-its-kind promotional safety awareness video – starring none other than style icon and dance diva, Malaika Arora.
The airline has partnered with Amazon MX Player’s Hip Hop India Season 2 to create this uniquely engaging experience that fuses safety messaging with hip-hop flair.
Titled ‘Kripiya Dhyaan DJ,’ the video sees Malaika, dressed as a SpiceJet cabin crew member, channeling high-energy dance moves while creatively drawing attention to key aspects of onboard safety.
Launched on SpiceJet’s social media platforms, the ‘Kripiya Dhyaan DJ’ video promotes flight safety awareness with vibrant hip-hop flair, and passengers can experience it on SpiceScreen, the airline’s inflight entertainment system.
This campaign is a fun, unconventional tribute to SpiceJet’s two-decade-long journey in Indian aviation – a journey marked by innovation, passion, and a steadfast commitment to passenger safety.
This latest effort reinforces that safety remains at the core of everything SpiceJet does, even when it comes with a touch of swag.
“We are thrilled to partner with Amazon MX Player and Malaika Arora to reimagine safety awareness in a bold, modern way,” said Debojo Maharshi, Chief Business Officer, SpiceJet.
“At SpiceJet, we have always believed that flying should be memorable – but also safe. ‘Kripiya Dhyaan DJ’ celebrates 20 years of trailblazing moments while reminding our flyers, in a creative and engaging way that safety is always paramount.”
Aruna Daryanani, Director and Business Head, Amazon MX Player, shared “At Amazon MX Player, we’re always looking to innovate and to take our stories beyond the screen into the real world in exciting and meaningful ways. Our partnership with SpiceJet is a testament to that vision.”
Sharing her excitement on the innovative campaign, Malaika Arora expressed, “This campaign with SpiceJet was unlike anything I’ve done before. Hip-hop is about freedom of expression while having fun, and this campaign gave me a perfect stage to express that on a fresh canvas.”
Adding to the excitement, passengers will also enjoy exclusive onboard access to three specially curated episodes of Hip Hop India Season 2, offering a sneak peek into India’s vibrant and growing hip-hop scene.
