SpiceJet - SpiceMax

SpiceJet - SpiceMax

Spice Jet India has launched its first ever TV campaign. In a series of four TV spots, the airline gets ‘close and personal’ with customers with each ad showing off a different unique selling point of its premium ‘SpiceMax’ offering.

Conceived and created by ad agency Publicis Capital and Fingerprint films, the spots are directed by Karan Shetty.

Using humour the spots show off situations where people will happily make compromises or put up with discomfort, before linking back to the SpiceJet experience.

For example, in one ad a man is squashed in an elevator with a bunch of beauty contestants with the voiceover, “sometimes it ’s ok to be cramped for space.”

The ad then shows the same man stretching his legs on a SpiceJet flight, with the voiceover explaining, “but never when you are flying” before running through the benefits you get with SpiceMax.

According to Publicis Capital Creative Director Joy Mohanty

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.

SpiceJet was amongst the first low cost airlines in the region to offer hot meals for sale on board and the first to offer dedicated extra legroom seats in a specially configured cabin.