SpiceJet Marks 20 Years with Hip-Hop Safety Campaign Featuring Malaika Arora

SpiceJet Marks 20 Years with Hip-Hop Safety Campaign Featuring Malaika Arora

By Manu Vardhan Kannan

Published on May 28, 2025

As part of its 20th anniversary celebrations, SpiceJet has taken an innovative leap in airline safety communication with a high-energy promotional video starring Bollywood icon Malaika Arora. Created in partnership with Amazon MX Player’s Hip Hop India Season 2, the campaign infuses vibrant hip-hop culture into a fun yet informative inflight safety presentation.

Titled “Kripiya Dhyaan DJ”, the video features Malaika Arora dressed as a SpiceJet crew member, delivering key onboard safety instructions through stylish dance moves and dynamic visuals. Blending entertainment with awareness, the campaign aims to grab passengers’ attention while reinforcing the importance of flight safety.

Unveiled across SpiceJet’s social media platforms and available on SpiceScreen, the airline’s inflight entertainment system, the campaign marks a bold departure from traditional safety demonstrations. The initiative reflects SpiceJet’s creative spirit as it celebrates two decades in Indian aviation.

“We are thrilled to partner with Amazon MX Player and Malaika Arora to reimagine safety awareness in a bold, modern way,” said Debojo Maharshi, Chief Business Officer, SpiceJet. “Flying should be memorable – but also safe. ‘Kripiya Dhyaan DJ’ celebrates 20 years of trailblazing moments while reminding our flyers that safety is always paramount.”

Aruna Daryanani, Director and Business Head at Amazon MX Player, added,

“This collaboration transforms an everyday airline routine into a bold, unforgettable hip-hop experience. Just as Hip Hop India S2 reimagines the dance reality genre, this campaign reflects our commitment to immersive and culturally resonant content.”

Malaika Arora shared her excitement about the project, stating,

“This campaign was unlike anything I’ve done before. We turned something passengers often overlook into a full-blown performance. Hip-hop is all about fun and expression, and this gave me the perfect canvas to blend both.”

In addition to the safety video, passengers onboard can enjoy exclusive access to three specially curated episodes of Hip Hop India Season 2, offering a vibrant look into India’s evolving hip-hop scene.

Through this creative collaboration, SpiceJet continues to push boundaries in passenger engagement, proving that safety communication can be stylish, engaging, and memorable.


Candy Bounce Brings India’s Biggest Candy Themed Inflatable Park to Coimbatore

Candy Bounce Brings India’s Biggest Candy Themed Inflatable Park to Coimbatore

By Manu Vardhan Kannan

Published on January 14, 2026

Coimbatore is all set to turn into a world of colour, energy, and excitement with the arrival of Candy Bounce, India’s biggest candy-themed inflatable bounce park. Designed and curated by Global Media Box and brought to the city by Pressana Infra, this global attraction marks the first-ever introduction of the Candy Bounce concept in India. The park has been launched at Golden Grove by Pressana Infra in Nanjundapuram, adding a fresh and vibrant entertainment option to the city.

Spread across an expansive area of over 30,000 square feet, Candy Bounce transforms playtime into a lively candy universe filled with oversized sweets, ice-cream-inspired inflatables, and interactive play zones. Conceptualised as a safe, high-energy, and family-friendly destination, the park caters to visitors of all age groups, making it an ideal outing for children, teenagers, and families.

Inside the park, visitors can enjoy a wide variety of inflatable attractions where they can slide, bounce, jump, climb, crawl, and explore creatively designed play areas. One of the major highlights is the Candy Obstacle Run, an engaging challenge course that combines fitness with fun and adventure, offering an exciting experience for both teens and adults while also encouraging active play.

Beyond its entertainment value, Candy Bounce also serves as a lively social and relaxation space. With colourful installations and playful candy-themed setups, the park offers a visually engaging environment that appeals to families, youngsters, influencers, and photography enthusiasts looking to capture memorable moments.

Envisioned as a pan-India experiential entertainment property, Candy Bounce aims to boost domestic tourism through immersive and interactive attractions. Following its debut in Coimbatore, the park is planned to travel across major cities including Chennai, Hyderabad, Bengaluru, and other destinations, bringing this unique candy-themed experience to audiences across the country.

Poised to become one of Coimbatore’s most exciting seasonal attractions, Candy Bounce promises a delightful mix of fun, fitness, and fantasy, all packed into one giant inflatable park.


Parag Milk Foods’ Akshali Shah Shares Expectations from Budget 2026 for Dairy and FMCG Sectors

Parag Milk Foods’ Akshali Shah Shares Expectations from Budget 2026 for Dairy and FMCG Sectors

By Manu Vardhan Kannan

Published on January 14, 2026

As Budget 2026 approaches, the dairy and FMCG sectors are closely watching policy direction, particularly around infrastructure, rural demand, and consumption growth. Sharing her perspective on the upcoming budget, Akshali Shah, Executive Director, Parag Milk Foods, emphasised the importance of sustained focus on agriculture and dairy as key pillars of India’s growth story.

She highlighted that strengthening dairy infrastructure, improving farm productivity, and expanding milk collection can significantly enhance efficiency and global competitiveness. According to her, investments in modern processing technology, organised supply chains, and better farm practices are essential to support farmers, reduce wastage, and position Indian dairy products more strongly on the global stage.

Commenting on taxation reforms and consumption trends, Akshali Shah said, “Ahead of Budget 2026, a continued focus on the dairy and agriculture sector, particularly on strengthening infrastructure, improving farm productivity, and expanding milk collection, can help the sector become more efficient and globally competitive. Investments in modern processing technology, organised supply chains, and better farm practices will not only support farmers and reduce wastage but also give the Indian dairy sector greater global reach and recognition for quality products.”

She further noted that GST and other tax reforms have played a positive role in supporting consumption patterns. While urban demand is showing signs of recovery, she pointed out that rural consumption continues to require policy support due to inflationary pressures and monsoon-related uncertainties.

Sharing her expectations from the upcoming budget, she added, “Reforms in GST and other taxation have played a positive role in supporting consumption patterns over the past year. Boosting consumption remains an important ask from the FMCG sector. While urban demand is showing signs of recovery, rural consumption, though resilient requires continued policy support, especially in the face of monsoon risks and inflationary pressures.”

Looking ahead, Akshali Shah expressed optimism that Budget 2026 will continue to strengthen agricultural and dairy infrastructure, while encouraging the adoption of modern technology. She stressed the importance of incentives for modern processing facilities, expansion of cold-chain logistics, and improved access to credit for farmers to build a more resilient and competitive sector.

She concluded, “Looking ahead, we hope Budget 2026 will continue to strengthen agricultural and dairy infrastructure, support rural development, and encourage the adoption of modern technology. Initiatives such as incentivising modern processing facilities and expanding cold-chain logistics can help improve milk availability, product quality, and overall efficiency. By building on recent progress and supporting farmers with better access to credit and resources, the sector can become more resilient, competitive, and capable of meeting growing consumer demand.”


Cinépolis India Launches ‘Blockbuster Food Festival’ Nationwide

Cinépolis India Launches ‘Blockbuster Food Festival’ Nationwide

By Hariharan U

Published on January 13, 2026

Cinépolis India has announced the launch of the Blockbuster Food Festival (BFF), a three-month, pan-India food and beverage initiative rolled out under its FOOVIES platform. The campaign, which went live from 1 January 2026, will run across 80+ Cinépolis locations in over 40 cities, serving as a large-scale testing ground for menu innovation.

As part of the festival, Cinépolis is introducing 21 new food items, with select dishes rotating monthly through the January–March period. Based on consumer response and performance, the most popular offerings will be inducted into the permanent FOOVIES menu at the end of the campaign.

The initiative builds on FOOVIES, Cinépolis India’s food-and-movies platform launched earlier this year, aimed at positioning cinema dining as a core part of the movie-going experience. With 491 screens across 41 cities, the brand is leveraging its national footprint to gather real-time consumer insights at scale.

India’s F&B-to-ticket spend ratio currently stands at 50–55 percent, significantly lower than the global average of nearly 100 percent. This gap presents a clear opportunity for growth, and Cinépolis sees continuous menu innovation as a key lever to unlock higher in-cinema spending.

F&B already contributes around 30 percent of our revenue, but we are only at the beginning,” said Devang Sampat, Managing Director, Cinépolis India. “Audiences are increasingly viewing food as part of the cinema experience, not an add-on. The Blockbuster Food Festival allows us to test what works at scale. What our patrons love will stay. That’s the FOOVIES approach, innovate, listen, and build around consumer preference.”

The festival menu features a mix of regional comfort foods and indulgent desserts, including Desi Chicken Keema with Kulcha, Hot Garlic Kurkure Momos, Dal Vada Tikki, Potato Bomb, and Peanut Butter Cheesecake. New items will continue to be introduced during the festival period to keep the offering fresh and engaging.

With the Blockbuster Food Festival, Cinépolis India is reinforcing its focus on elevating the in-cinema dining experience while driving higher engagement and spend, positioning food as an integral part of the modern movie outing.

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