Will SpiceJet's fortunes soar with SpiceMax?

The airline has rolled out a new TV campaign which focusses on its new one-of-a-kind feature SpiceMax, offering enhanced comfort and convenience to passengers at a nominal add-on fee.

Do you travel frequently for work or pleasure to destinations that you have never visited before replete with meticulous planning to the last detail? Yet, somehow, you miss the flight that you were supposed to board due to long, unending queues, or that even after paying a hefty ticket price, the in-flight meals on offer are bland, and that there is insufficient legroom for your tired feet. Hinged on such common regular airport and in-flight scenarios is low-cost airline SpiceJet's latest television campaign (there are four ads) to promote its new one-of-a-kind offering SpiceMax that enables passengers to have a happy flight wherever they want to go.

The over thirty-second long TVC created by Publicis Capital and directed by Karan Shetty of Fingerprint Films (the production house) focusses on SpiceMax, SpiceJet's new product offering. SpiceMax offers better comfort and the much-needed convenience to passengers through an array of services which can be availed of by passengers at the airport for a nominal add-on fee starting at Rs 500 and going up to Rs 1,000 per sector that stands relative to the aircraft and the flight length. The amenities included within SpiceMax are priority check-in, priority baggage delivery, extra legroom, and complimentary meal and beverage.

Commenting on the campaign, Ajay Singh, chairman and managing director, SpiceJet, says, "It is our grand vision to make every Indian fly, which comes with the added responsibility of re-phrasing 'luxury' for our customers. Underlining minor details goes a long way in adding value to the 'experience' a brand renders and that is what our efforts are driven at. 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."

Debojo Maharshi, chief marketing officer, SpiceJet, adds, "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."

Sharing his views on the recent campaign, Hemant Misra, CEO, Publicis Capital, opines, "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."

Joy Mohanty, national creative director, Publicis Capital, shares, "The life truth is 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 is an Indian budget airline that claims to operate 293 daily flights to 41 destinations, including 35 domestic and six international ones. SpiceJet connects its network with a fleet of 25 Boeing 737NG, and 14 Bombardier Q-400s. A majority of SpiceJet's fleet offers SpiceMax, a spacious economy-class seating in India, and perhaps the world, as an additional fee option.