Billionaire airline and cell phone mogul Richard Branson on Sunday made good on a bet he lost in 2010, donning full drag, including fake eyelashes and bright red lipstick, and served customers on a very special AirAsia X flight from Perth to Kuala Lumpur.

Proceeds from tickets sold for the flight went to the Australia-based Starlight Children's Foundation, which supports the families of seriously ill children. Branson, meanwhile, yucked it up as much as possible by making in-flight announcements, serving food and beverages and generally being goofy.

He also spilled a tray of orange juices in the lap of AirAsia Group CEO Tony Fernandes, who he's good friends with. Fernandes promptly "fired" his friend.

Branson embarked on the silly stunt after losing a bet to Fernandes in 2010, when he said Virgin's Formula 1 team would win that year's Grand Prix in Abu Dhabi.

"This has been a real first for me but I have enjoyed the experience and I have nothing but respect for what our fabulous flight attendants do every day to keep us safe," Branson told reporters after disembarking.

This video is from CNN, aired Monday, May 13, 2013.