AirAsia partners with VICE

AirAsia, a well known low-cost airline, and TK Global youth media company have announced an appetising new four-part travel series, Hot Heads, as part of a new content partnership to encourage travelers to explore some of the world’s spiciest regions and cuisines.

Devoted to the culture of super-hot food and the people who love it, season one of Hot Heads will see young VICE host Karina Utomo – frontwoman of acclaimed Australian hardcore band High Tension – head to India.

Breaking bread (and a sweat!) with the characters behind the country’s hottest experiences, Utomo will put her steel tongue and iron stomach to the test through some of the most searingly hot dishes available.

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.”

VICE Business Development Director of Brand Partnerships 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.”

Hot Heads will tour diverse locations within AirAsia’s India network, including Chennai, Bangalore, Hyderabad and Jaipur, tracking down authentic cuisines, breathtaking scenery and unforgettable new friends.