Skip to main content

SpiceJet's Holi Campaign Gets Uncolorful

Over the past few years, in an effort to 'delight' flyers, flight operators have been trying really hard to do that little extra. When brands, college students and even jail inmates (see this) were participating in flash mobs on ground, we saw such impromptu flash performances 30,000ft above the ground as well; case in point the Finnair flight attendants who did a Bollywood dance number to commemorate India's Republic Day - and this exercise garnered a lot of exposure and reach on digital media. 




So this Holi, SpiceJet got inspired and decided to lead the pack domestically and be the first to have a dance by their crew. Unfortunately though, the Directorate General of Civil Aviation came down hard on them, issuing SpiceJet a show-cause notice. I, for one, agree with this move and below is why:

- The only moves the flight attendants should be making are the ones demonstrating safety instructions before take off. That's all. 

- Brands are constantly on the pursuit of that one glory campaign that can go viral on digital media. There is a relentless endeavour to get a super amplified outreach via shares on Facebook, views on YouTube and trends on Twitter. So much so, that legal or other consequences are sometimes undermined. Social media can really be a double edged sword. 

- Performing mid-air? Hell, no! I would have been more comfortable if the flight attendants did a celebratory performance at the end of the flight after a safe landing, thank you very much. 

- Why did the pilot turn into a cameraman? Yes, we know about planes flying on auto-pilot, but mid-air, having a pilot out of the cockpit watching the 'entertainment performance' is discomforting. At a time when air safety is a burning topic, the pilot definitely took a wrong call to step out and watch the show. 

- MH370 went missing on 8th March. 9 days later, it was Holi, with no further sightings of the plane. The mystery of the missing MH370 has been the leading piece of news since then. I would definitely feel a pit in my stomach when I step into my next flight. So I honestly feel there could be no worse time for this Holi dance by the flight crew. I would rather everyone quietly do their job, and help us get to our destination, safely, without the music and dance. In a time when the world is fraught with the mystery of a missing airliner, anything out-of-routine happening on flights should be carefully considered. 

- The choreography was plain boring, the passengers looked unamused, the crew seemed awkward, and the performance extended to well over two minutes. The crew wore white shirts and denims, but their uniforms are way more colourful. 

- Flight attendants anyway have a tedious job tending to passengers, almost resembling a house-mother's role at a boarding school, but now apart from having them serve food, they have to dance for us too? Come on!



SpiceJet should have just stopped its Holi celebrations at the thoughtful colourful bus branding and the tilak applying. That was sweet enough, something surely the DGCA would not have had an issue with. You might also want to read FirstBiz's post throwing light on the reasons for the show-cause notice. 

Comments

Popular posts from this blog

INSIDE THE GO CHEESE FACTORY

Last weekend, I got a unique opportunity to visit Gowardhan Cheese Factory in Manchar district, a good two hour drive from Pune city. The owning home-grown company Parag Milk Foods brand portfolio includes Gowardhan and GO boasting of a range of dairy products that have been retailed across Mumbai and Pune over the last decade. I first started using their yoghurt when the local kirana store ran out of my usual preference of Amul , Danone and Britannia . One spoon of it and I instantly found it so fresh, light and 'unprocessed'. I have always loved cheese but now I even prefer it over chocolate. So when I was scheduled to visit the GO factory, it bore semblance to winning the golden ticket and entering glistening gates to its factory much like the popular Roald Dahl 's  Charlie . Except that it was not all that dramatic! 

An Immersive Stay at Andaz Amsterdam

I have stayed at some great hotels, but none were like the Andaz Amsterdam . None of them. No hotel has impressed me as much as this Hyatt brand of hotel has. It's so good, it warrants an entire blog post. And here is why - right from the word check-in, you're really made to feel like you've stepped into a little slice of Amsterdam .  The hotel is located on one of the hottest streets in Amsterdam called Prinsengracht, a street along the city's most prestigious canal. A lot of the city's attractions are a short walk away. The hotel is designed by the famous Dutch designer Marcel Wanders . So no wonder hints of this vibrant old city of Amsterdam peek out from the interiors to induct you into Dutch culture. The lobby was stunning - with its prominently blue interiors, there was a touch of quirk everywhere. From the very high ceiling is suspended an enormous artsy lighting-cum-chandelier installation.  Above each reception desk there are huge white bell-shap...

Restaurant Review | Where Else Cafe & Bar

Where Else promises to be unique in Viman Nagar, a neighbourhood already brimming with so many eateries.   Four young friends came together to put their love for food and travel experiences in a melting pot called ‘Where Else’. This new café and bar is the brainchild of sibling duo Ardesh and Daisy Rustomjee and best friend duo Amritha Shrikumar and Sweta Jobanputra. These Viman Nagar residents have been firsthand witnesses to the rise of new eateries in their locality. With ‘Where Else’ they aim to fill in the void of a place that offers all-day breakfast and good quality indulgent food. We drove to the outlet in its first week of opening to find out if ‘Where Else’ is the place to be.