To celebrate its 20th anniversary, SpiceJet has launched a unique safety awareness campaign by introducing “Kripiya Dhyaan DJ” — a first-of-its-kind inflight safety video that blends dance, music, and safety instructions. The video features Bollywood star Malaika Arora performing a high-energy hip-hop routine while highlighting key safety procedures.
Partnering with Amazon MX Player’s Hip Hop India Season 2, the video is available on SpiceJet’s inflight entertainment platform, SpiceScreen, as well as the airline’s social media handles. The campaign aims to make safety briefings more engaging and memorable for passengers, especially in an age of short attention spans.
“This is a fun yet effective way to reimagine passenger engagement around safety,” said Debojo Maharshi, Chief Business Officer, SpiceJet. “We’re celebrating two decades of flying with innovation and joy, while keeping safety as our core message.”
Aruna Daryanani, Director and Business Head at Amazon MX Player, noted, “This collaboration turns a routine safety announcement into an entertaining experience. It mirrors the creativity of Hip Hop India S2 by bringing energy and culture into everyday life.”
Malaika Arora, known for her strong screen presence and dance performances, called the project “refreshing and different,” adding that the campaign was “a chance to grab passengers’ attention in a way that’s hard to ignore.”
Passengers on select flights will also get exclusive previews of three episodes from Hip Hop India Season 2, further connecting inflight entertainment with India’s growing hip-hop culture.
By fusing safety with style, SpiceJet’s latest campaign reinforces its focus on passenger well-being — delivered with a modern twist.
