inside SpiceJEt
Creative Flair Taking the brand a step further, Gaurav Mehta brings innovation and originality in his marketing strategies.
Name: Gaurav Mehta Designation: Senior Marketing Executive Current Role: Marketing & Brand Communications
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In the past year, we launched 10 new destinations and a slew of new products and services like SpiceMax, FlexiFly, Corporate Frequent Flyer program, Holidays, Hotel bookings, Consumer discount promos, SpiceJet Tiger Air Interline launch and thematic brand campaign amongst others
What are your responsibilities in your current role? I am responsible for developing communication for the brand, new products, sector launches and offers/promos and maintaining a consistency in overall brand communications. When did you join SpiceJet and what is it that you love the most? I’ll be completing two years with SpiceJet, this May. The run, so far, has been adventurous in this dynamic industry, where one has to stay on his toes all the time. We, being a customer interface for every communication, have to always be ready to go to the market, even at a very short notice. What is your fitness mantra and how do you ensure to stick to it? With not much time for gymming and exercising, diet is something I handle more sensibly. What is the high point of your job? It is the pace of the industry which keeps the rush going, and quick turn-arounds are expected. The other thing which is exciting
Family time At home, I have my parents, my brother and his family. I love spending time with my nephew. The work schedule in office is hectic, but also flexible and that allows me to devote some March 2014 | www.spiceroutemag.com
about aviation is ‘the need to differentiate from other brands and create a consumer preference for SpiceJet over others’. With the new leadership, we are hopeful of taking the competition heads on and achieving the same soon. What are the challenges that you face in your functioning? Being the custodians of the brand, we as a team need to ensure the right utilisation of the communication channels, be it online, print, radio, outdoor etc. Also, being a part of service brand, we need to ensure we don’t overpromise. Hence, we need to double check the information before it is released in the public domain. Your journey with SpiceJet In this industry, travel is something which is essential. Hence, one gets to travel across the length and breadth of the country. Personally, travel is something I like, and that gives me all the more reason to love my job. Working in aviation industry has professionally made me realise the real potential of managing work, deadlines and pressure.
time to family, and of course weekends are always there. I love driving, so am always game for driving holidays. I like adventure sports, trekking and exploring nature. Udaipur is my favourite holiday destination.