Vice and AirAsia have collaborated on a new four-part videos series designed to entice millennials to India’s spiciest food regions.
The campaign, Hot Heads, features Katrina Utomo, the lead singer with Australian band High Tension, experiencing various super-hot foods around the country.
Vice Australia business development director of brand partnerships, Cain Collins, said the cuisine content had its roots in data.
AirAsia Group head of branding, Rudy Khaw said: “VICE are the perfect partner for us to showcase India as an exciting destination for millennials. Using food as the driver, the unique series challenges the host Karina to step outside her comfort zone and explore the diverse sights and sounds of India.”
The series will visit cities on AirAsia’s India network, including Chennai, Bangalore, Hyderabad and Jaipur.
03/07/18 Mumbrella Asia
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The campaign, Hot Heads, features Katrina Utomo, the lead singer with Australian band High Tension, experiencing various super-hot foods around the country.
Vice Australia business development director of brand partnerships, Cain Collins, said the cuisine content had its roots in data.
AirAsia Group head of branding, Rudy Khaw said: “VICE are the perfect partner for us to showcase India as an exciting destination for millennials. Using food as the driver, the unique series challenges the host Karina to step outside her comfort zone and explore the diverse sights and sounds of India.”
The series will visit cities on AirAsia’s India network, including Chennai, Bangalore, Hyderabad and Jaipur.
03/07/18 Mumbrella Asia
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