MUMBAI: BIG Music and Home Entertainment and SpiceJet have come together to implement a "word of mouth" campaign to promote the music of film 13B in an innovative way.

There will be an onboard customer engagement by which the occupant of seat number 13 B will have a surprise waiting for him/her. This 15 day activation across 115 flights daily on SpiceJet, will reach out to about 3.5 lakh upwardly mobile travelers like Manohar, the chief protagonist of the movie 13 B. R Madhavan and Neetu Chandra’s new thriller movie 13B will release on 6 March, 2009.

BIG Music & Home Entertainment CEO Kulmeet Makkar says, “We are delighted to partner SpiceJet in this innovative in-flight promotion. SpiceJet’s network of 115 flights daily gives us an opportunity to reach a large and specific audience using new media, and create greater recall for the movie and its music.

SpiceJet chief commercial officer Samyukth Sridharan added, “This collaborative effort with BIG Music is interesting for its innovation and for the potential to generate customer excitement. We are excited to be a part of this promotion and we believe it will add an extra zing to the spicy journey for our customers.”

13B (Hindi) or Yavarum Nalam (Tamil) is a supernatural thriller, directed by Vikram K. Kumar. It stars R. Madhavan and Neetu Chandra in lead roles and Sachin Khedekar, Murali Sharma and Poonam Dhillon as the supporting star cast. Music has been scored by the hit trio of Shankar-Ehsaan-Loy, with Hindi lyrics penned by Neelesh Misra and the Tamil lyrics by Thamarai.