Titled 'Kripiya Dhyaan DJ,' the video sees Arora, dressed as a SpiceJet cabin crew member, channelling high-energy dance moves while creatively drawing attention to key aspects of onboard safety, says SpiceJet.
Launched on SpiceJet's social media platforms, the ‘Kripiya Dhyaan DJ' video promotes flight safety awareness with hip-hop flair. Passengers can experience it on SpiceScreen, the airline's in-flight entertainment system, adds the airline.
The campaign is a tribute to SpiceJet's two-decade-long journey in Indian aviation. SpiceJet says 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," says 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 of Amazon MX Player, says, "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. Just as Realme Hip Hop India S2 reimagines the dance reality genre, this collaboration transforms an everyday airline routine into a bold, unforgettable hip-hop experience. It's a reflection of our commitment of creating content that's immersive, entertaining and culturally resonant."
Arora says, "This campaign with SpiceJet was unlike anything I've done before. We took something passengers often overlook and turned it into a full-blown performance that aims to keep everyone on the edge of their seats with absolute attention. 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."
SpiceJet says 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 growing hip-hop scene.
Through this collaboration, SpiceJet concludes that it continues to explore new ways to engage with passengers meaningfully, ensuring that safety stays top of mind without ever feeling mundane. With 'Kripiya Dhyaan DJ,' SpiceJet proves that it's not just about getting from point A to B — it's about enjoying the journey, safely and stylishly.
For more information, visit www.spicejet.com. You can also follow SpiceJet on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of Facebook