Beyond the jetliners

New Delhi: Think Boeing, and the humongous jetliners the world flies in come to mind, the 737, 747 and 777 being the most familiar. But Boeing’s not just about commercial jetliners. It is also one of the largest makers of military aircraft and a leader in the aerospace business. Not everyone knows it has capabilities in defence systems, missiles, satellites, launch vehicles, communication systems and so on.
In the past few years, the Chicago-based company has been more active in India than ever. The skies have opened and business is on the rise. Boeing is no longer just selling airplanes to various airlines, but also buying products and services from Indian companies, doing research and development work, partnering with universities and institutes, and investing in education. As Boeing India President Dinesh Keskar puts it: “The company in India is now a microcosm of what it is in the US. Everything Boeing is doing there is being replicated here and that is the big message that most people don’t know.”
So Boeing has rolled out its first ever India-centred advertisement campaign — a series of five print ads, with a common tagline “One Partnership, Endless Possibilities” — to convey the message. “Our idea for this campaign is to let people in India and the key stakeholders know that Boeing is more than just a company that sells airplanes. In recent times, we have been involved in five distinct areas in India. Each of the five ads conveys our involvement and partnership in these areas,” says Keskar.
To start with, the first ad in the series, created by DraftFCB Ulka Advertising, focuses on the commercial aviation business. The creative shows children playing at the India Gate lawns in Delhi with a 787 civil jetliner flying above in the blue sky. “It’s a joyous imagery and Delhi’s been used as the backdrop as it’s both a tourist and commercial centre,” explains a Boeing official.
09/02/10 Amit Ranjan Rai/Business Standard

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Categories: Foreign Feb 2010