AirAsia and Vice create video series with focus on India’s spiciest food destinations

Vice and AirAsia have collaborated on a new four-part videos series designed to entice millennials to India’s spiciest food regions.

The campaign, Hot Heads, features Katrina Utomo, the lead singer with Australian band High Tension, experiencing various super-hot foods around the country.

Vice Australia business development director of brand partnerships, Cain Collins, said the cuisine content had its roots in data.

“Hot Heads is a travel series informed by quantifiable insights drawn from VICE owned data around what’s currently driving young people’s destination consideration set: culinary adventurism and local experiences, combined with a little bit of Schadenfreude,” he said.

AirAsia Group head of branding, Rudy Khaw added: “VICE are the perfect partner for us to showcase India as an exciting destination for millennials. Using food as the driver, the unique series challenges the host Karina to step outside her comfort zone and explore the diverse sights and sounds of India.”

The series will visit cities on AirAsia’s India network, including Chennai, Bangalore, Hyderabad and Jaipur.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing