SpiceJet Makes Smart Use Of Social Media To Showcase Its Refreshed Spicy Persona

Low fare airlines, SpiceJet is making great use of social media to showcase its refreshed brand identity, young spicy persona, and also to announce its profitability after 7 quarters

SpiceJet has rolled out a brand new icon and slogan marking its tenth anniversary. The low fare airline that currently operates flights to over 44 Indian cities and 9 international destinations, unveiled its new tagline, “Red. Hot. Spicy.”, at the celebration event amidst much dance and music.

The new logo is a mobile-ready one; it reflects today’s mobile-based world through a 3-D “app” brand icon that modernises the long standing SpiceJet ‘digital dots’ logo and integrates it with the mobile app icon look, as per the company release.

A mobile app available for both Android and iOS smartphones has also been launched. The app will allow customers to book tickets, get real-time flight status, manage their bookings, add optional products such as meals, SpiceMax, and advance seat selection, and access exclusive offers and privileges.

The new look and slogan will feature in its new advertising and marketing campaigns. The airline has already taken its new logo and slogan to the digital world by sharing it on its social media properties along with pictures from the event.

The celebrations also included a 3-day sale starting June 2 to midnight June 4 2015, with one way fares starting at Rs.1,299 for travel period between June 20 and July 31, 2015. The heavy discounts mark the airline’s return to profitability in the last quarter.

Last Holi, the airlines came under the scanner for having its crew dance to a Holi number mid-flight. This Holi, SpiceJet conducted a flashmob on ground with the help of professional dancers.


This May, the SpiceJet Twitter handle also got into a fun tussle with newcomer Air Vistara, over using its tagline ‘With all our heart’. Air Vistara had shared a visual quote on travel by Chinese Philosopher, Confucius - “Wherever you go, go with all your heart”. SpiceJet responded with a friendly jibe that earned it some brownie points in the form of retweets and favourites, and also drew in media attention.

As part of the 10-year celebrations, SpiceJet also indulged in the very popular social media phenomenon of self-expression - ‘selfie’. It launched a selfie contest where one had to click selfies with their boarding pass to win tickets to domestic destinations.

For an airline that had everything going wrong for it with feeble signs of a comeback, SpiceJet has done really well and is reclaiming its position in the market. The airline has been profitable last quarter after 7 quarters of losses. It has demonstrated how a falling brand can bring itself back to profitability and regain customer confidence.

Going by its promotional activities on social media, its mobile app and the refreshed brand identity, SpiceJet sure seems to be on the route to wooing the youth, which is great for an airline in the competitive domestic carrier space.

Here’s the COO tweeting a heartening picture of the crew, showing what ‘#WithAllOurHearts’ meant to them: