SpiceJet: Spreading the value message

Mumbai: Five year old airline SpiceJet has churned out yet another TV commercial that serves to take the overall tale of what-happens-when-you-don't-fly-SpiceJet forward.
The low cost carrier communicated aggressively on TV for the first time in January 2010, prior to which it relied primarily on magazines, press and outdoor avenues. At the time, four TVCs (25 seconds each) in Hindi and English were aired and each used brief, relatable plots to put forth desirable product offerings. 'Reverse testimony' was used as a communication strategy at the time. The memorable voiceovers (VO) for those TVCs were done by Boman Irani and Piyush Mishra.
Last year, SpiceJet broke its first brand campaign with the theme 'Get more when you fly'. Prior to this, the creatives for the airline were mainly schematic in nature. The current ad film takes this brand thought of 'value addition' forward.
The TVC - on air in Hindi as well as English - tells the story of a certain Mrs. Godbole, who wakes up at an unearthly hour to cook up a hot meal for her husband - who returns home after a flight. She is shown preparing and serving the meal grudgingly, while a VO accompanies this plot in a way that lends a humorous twang to the situation.
The message conveyed is that those who travel by SpiceJet enjoy in-flight hot meals and thus aren't a part of such post-travel situations at home. The VO for the Hindi ad has been done by Piyush Mishra, while TV personality Cyrus Broacha has lent his voice for the English ad.
08/11/10 Ashwini Gangal/afaqs!

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Categories: spicejet Nov 2010