SpiceJet, the country’s #2 and most innovative low fare airline that is celebrating its 10th anniversary this year, today unveiled its new brand look and slogan as part of the celebrations.
This new look and slogan will feature in its new advertising and marketing campaigns.
With the new campaigns, the airline puts its core DNA out front and centre more than ever before: SpiceJet is different. It is Red. Hot. Spicy. This is the new brand slogan.
The airline today also unveiled its new, easy-to-use SpiceJet Mobile App that will be available for download onto Android and Apple iOS smartphones. The SpiceJet Mobile App allows customers to book tickets, get real-time flight status, manage their bookings (change, cancel, refund), add optional products such as meals, SpiceMAX, and advance seat selection, and access exclusive offers and privileges, all from a simple user-friendly interface, so simple that the origin of journey helpfully gets auto-filled thanks to in-built geo-tagging.
The new-look logo reflects today’s mobile-based world through a 3-D “app icon” brand icon that modernizes the long standing SpiceJet “digital dots” logo and integrates it with the mobile app icon look. The red swatch on the layouts projects the bold and spicy avatar of the brand, and the models used in the new campaign remain SpiceJet’s own crew and staff, who indelibly link the new image and brand to the airline it stands for.
"At SpiceJet, we have always been different; we have always stood for making flying “unboring”, about bringing back the zing to flying, making it something one can enjoy, look forward to. That was the DNA SpiceJet was born with, and what stays with it today.” said Mr. Ajay Singh, Chairman and Managing Director, SpiceJet Ltd.
“Whether it is our hot meals, our celebrations, our soft rock in-flight music and ambience that help you forget the blues, or our lovely, professional, and colourful crew who are not afraid to let their hair down and have some fun whether in the air or on the ground, SpiceJet has always been the airline with a difference, the airline that cares about the style, the thrill, warmth, the magnificence of flying," said Mr Sanjiv Kapoor, Chief Operating Officer, SpiceJet. “The new mobile app for Android and Apples iOS is also a welcome step forward as we recognize that consumers today depend on their mobile phones for much of their travel planning and management needs, and through this app we not only offer our customers increased flexibility and options, we expect to witness a meaningful jump in our bookings as well”, Mr Kapoor added.
SpiceJet revealed the new brand look and mobile app as part of its ongoing 10th anniversary celebrations, for which it performed a unique musical “Flight” for its staff and a select audience. This was the first of its kind performance of any airline in India, and featured SpiceJet’s own crew along with professional artists and a completely original musical score. The theme of the musical was a celebration of the 10 things that make SpiceJet special, from its network covering both larger and smaller cities to hot meals to SpiceMAX to its festive celebrations to its weekend uniforms, and of course its game-changing pricing and demand stimulation that has driven tremendous market growth in India while helping the industry reduce wastage of seats. The musical counted down to the unveiling of the new brand look and new mobile app.
“The musical “Flight” is a delightful celebration of three things: It celebrates our 10th anniversary and what makes us special; it celebrates our return to profitability surpassing all expectations and surprising industry pundits; and most of all it celebrates our 4,000 employees who dedication, spirit and belief made it all possible.” said Mr. Ajay Singh. “SpiceJet is on a highly visible upswing again, and we are delighted to celebrate it with our staff, well-wishers, partners, and other important stakeholders”, he concluded.