They are the latest Indophiles. Only that they happen to be brands. In recent times, there have been two noteworthy cases of international airlines that have tried to appeal hard to the Indian psyche.
One of them, the German carrier Lufthansa, would like you to believe that the brand is ‘more Indian than you think’.
The other, British Airways, tries to lure the pardesi (Indian expat) back into his mother’s arms, never mind if this is a scene one is used to seeing in Hindi films. But when British Airways launched a big digital campaign, less than a year back, it was Maa ke haath ka khana (mum’s cooking) that was the biggest emotion it played upon.
To be sure, neither of the two airlines is new to India. Lufthansa Airlines, for example, has been present in the country for more than 50 years. In its recent campaign the carrier decided to tell consumers that even though it’s a German company, it knows how to service Indian consumers, the Indian way. In fact, this is the first time the German airlines has launched a campaign specifically targeted at the Indian market which tells fliers that the airlines is ‘more Indian than you think’.
15/08/14 Meenakshi Verma Ambwani/Business Line
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One of them, the German carrier Lufthansa, would like you to believe that the brand is ‘more Indian than you think’.
The other, British Airways, tries to lure the pardesi (Indian expat) back into his mother’s arms, never mind if this is a scene one is used to seeing in Hindi films. But when British Airways launched a big digital campaign, less than a year back, it was Maa ke haath ka khana (mum’s cooking) that was the biggest emotion it played upon.
To be sure, neither of the two airlines is new to India. Lufthansa Airlines, for example, has been present in the country for more than 50 years. In its recent campaign the carrier decided to tell consumers that even though it’s a German company, it knows how to service Indian consumers, the Indian way. In fact, this is the first time the German airlines has launched a campaign specifically targeted at the Indian market which tells fliers that the airlines is ‘more Indian than you think’.
15/08/14 Meenakshi Verma Ambwani/Business Line
