UK national flag carrier British Airways has launched its new digital advertising campaign for the Indian traveller, called Titled ‘Fuelled by love’.
The campaign was inspired by a real story and a statement from BA explains the inspiration: “The real-life experiences of British Airways’ cabin crew reveal that whilst service is driven by purpose and efficiency, true care is ‘fuelled by love’.”
Interestingly, the campaign, created by SapientNitro India, stays away from deploying television in its media-plan, with the focus being largely on digital along with outdoor and print.
Moran Birger, BA regional commercial manager, South Asia, said: “India is British Airways’ second largest market outside the UK and after the US.
“We are proud of our rich heritage of over 90 years in India and deep understanding of this wonderful country. Through this film and the brand campaign, we want to show the actual experiences of our cabin crew members serving customers on our India services. Many of them have shared stories of how care and thought that goes into every part of their journey have helped them connect with our customers and provide a more personal service.”
The film, which has been directed by feature film director Neeraj Ghaywan, follows the story of a young UK-based cabin crew member who is flying to India for the first time. On her maiden trip to India, she meets a customer on board with whom she develops a special bond, creating memories which resonate with her on every one of her future flights.
The short-film will be promoted on BA’s social media channels including, Facebook, Twitter, YouTube and Google+ and run alongside print, digital, outdoor and social media campaigns in three phases. The amplification on social media will involve real-life crew stories through short videos and photo essays.
The airlines’ previous campaigns, ‘Visit Mom’ (2013) and last year’s ‘The Welcome Of Home’ (2014) were also crafted specifically keeping the Indian traveler in mind.