To mark its 20th anniversary, SpiceJet has launched a unique promotional safety awareness campaign featuring Malaika Arora, in collaboration with Amazon MX Player’s Hip Hop India Season 2. The initiative blends traditional inflight safety instructions with modern hip-hop flair, aiming to capture passenger attention through creativity and entertainment.
“Kripiya Dhyaan DJ” – A Fresh Take on Flight Safety
Titled “Kripiya Dhyaan DJ”, the video features Malaika Arora in the role of a SpiceJet cabin crew member, performing safety demonstrations through energetic hip-hop dance routines. Dressed in full flight attendant attire, Arora adds glamour and rhythm to an often-overlooked pre-flight ritual.
Launched across SpiceJet’s social media platforms, the video also premieres on SpiceScreen, the airline’s inflight entertainment system, giving passengers a chance to enjoy the safety message mid-flight in an engaging format.
Anniversary with a Purpose
The campaign marks SpiceJet’s two decades in the aviation industry and underscores its continued focus on passenger safety, with a bold and innovative twist.
Debojo Maharshi, Chief Business Officer, SpiceJet, said:
“We are thrilled to partner with Amazon MX Player and Malaika Arora to reimagine safety awareness in a bold, modern way. 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.”
Entertainment Meets Aviation
Aruna Daryanani, Director and Business Head, Amazon MX Player, added:
“At Amazon MX Player, we’re always looking to innovate and take our stories beyond the screen into the real world in exciting and meaningful ways. 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 to creating content that’s immersive, entertaining, and culturally resonant.”
Malaika Arora’s Unique Experience
Sharing her thoughts on the campaign, Malaika Arora said:
“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 the perfect stage to express that on a fresh canvas.”
More on Board
In addition to the safety video, passengers will also be treated to three exclusive onboard episodes of Hip Hop India Season 2, offering a deeper dive into India’s vibrant hip-hop scene.
