Vice takes Australian punk rocker Karina Utomo on India trip for AirAsia series
Youth-orientated media company Vice has launched a new travel video series for low-cost airline AirAsia.
Dubbed Hot Heads, the four-part video series features Karina Utomo, the vocalist from Australian punk band High Tension, embarking on a road trip around India to sample the country’s spiciest cuisine.
Hot Head: Karina Utomo stars in Vice series for AirAsia
Aimed at promoting AirAsia’s flights between Australia and India, the series presents Utomo visiting the airline’s destinations of Chennai, Bangalore, Hyderabad and Jaipur.
New Vice series mixes ‘culinary adventurism and local experiences, combined with a little bit of Schadenfreude’
AirAsia Group head of branding, Rudy Khaw said: “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.”
Business development director of brand partnerships Vice Australia Cain Collins said: “We’re incredibly excited to be working with the team at AirAsia, and inspiring the search for unique and exciting experiences.
“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.”
