Publicis Capital has created four TVCs with a touch of humour to showcase the benefits of travelling with the airlines – hot meals, spacious leg room and knocking off queues
BestMediaInfo Bureau | Mumbai | July 5, 2016
SpiceJet has come up with an ad campaign to promote the benefits of flying with the airlines -- it’s first ever commercial. The campaign has been created by Publicis Capital and the ad films created and produced by Fingerprint Films. The ad campaigns are already running on digital platforms and will soon launch on television.
Underlining the significance of a hot meal, spacious leg room and knocking off queues from your travel schedule, the airline flaunts a set of commercials thoughtfully placed through everyday life situations narrated with a dash of humour.
Ajay Singh, CMD, SpiceJet, said, “It is our vision to make every Indian fly, which comes with the added responsibility of rephrasing ‘luxury’ for our customers. Underlining minor details goes a long way in adding value to the ‘experience’ a brand renders and that is what we effort. We want to reach out to every Indian who is waiting to experience the red hot spicy affair with SpiceJet and our campaign adds an exciting flavour to our efforts.”
SpiceJet was among the first low cost airlines to offer hot meals on board, the first to offer dedicated extra legroom seats in a specially configured cabin, and the first to innovate in multiple other ways.
Debojo Maharshi, Chief Marketing Officer, SpiceJet, 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.”
Talking about the agenda of the campaign, Hemant Misra, CEO, Publicis Capital, said, “Our mandate was not just about creating communication for these key differentiators, but also providing consumers with a compelling argument about why SpiceJet is the right choice for them. A strong consumer insight is what was required.”
Joy Mohanty, NCD, Publicis Capital, said, “The life truth was that there are times when you willingly compromise and eat a cold meal, be in a cramped space, and even stand in a queue. But you never need to compromise when you’re flying, thanks to SpiceJet.”
In the first 36-second ad film, a girl is shown at an office depositing some papers. The moment her turn comes, the counter closes and disappointed, she plans to deposit the paper the next day. But she finds a handsome hunk in the other queue and decides to stand there. To her surprise she finds another hunk standing behind her. The ad ends with the voiceover that sometimes it’s okay to stand in a queue, but never when you are flying.
The next 35-second TVC depicts a meeting room with a boss and two other employees at an office. The quirky ad shows that while the two employees are talking about some serious office matter, the boss takes out the tiffin his wife has prepared. Both of them accept the offer and share the food. While one says that the food is bit cold, the other is shown standing right next to the boss and praising the food. Following his footsteps, the one who just complained also appreciates the food, though bit late. This TVC ends with the voiceover that sometimes it is okay to have cold meals, but not while flying by SpiceJet flights.
The third 35-second commercial is a setup of a restaurant where two friends are eating a meal. One of them starts shouting at the manager for serving cold food. The other tries to calm him but he is reluctant to listen and calls in the chef. As the young chef, a woman enters, the man who was just complaining about the food starts praising it to the surprise of the manager and his friend. The TVC also ends with the same voiceover that sometimes it is okay to have cold meals but not while flying by SpiceJet flights as the airline serves delicious hot meals.
The fourth TVC brings out the benefit of the extra leg room available. A man is shown taking a lift in a hotel and has to wait as another man stops it. He gets irritated but once he hears the man talking on walkie-talkie that some models will also be taking the lift, it brings smiles on his face. Towards the end, the swimsuit-clad models are shown entering the lift. The TVC ends with the voiceover that sometimes it’s okay to be in a cramped space but never while flying by SpiceJet.
Creative Agency: Publicis Capital
National Creative Director: Joy Mohanty
Production House: Fingerprint Films
Director: Karan Shetty