British Airways recently unveiled its latest brand campaign for the Indian market titled ‘Fuelled by Love’. Keeping in tune with their previous campaigns, the new digital ad is high on emotional quotient. It is based on the real life incident of a UK based cabin crew member who forges a special bond with one of the customers during her maiden trip to India. The campaign has been conceptualised by Sapient Nitro and directed by Neeraj Ghaywan, the critically acclaimed director of the Hindi film, Masaan.
Commenting on the film, KV Sridhar, Chief Creative Officer, Sapient Nitro said, “The brief given to us was the relationship of British Airways with this country, which is 90 years old, so how do we bring out the bond between both the airline and the customers. The reason why most of their campaigns are touching is because personal travel is always filled with emotion, there is a reason and purpose why people travel and the question comes- how do we really exploit that. Therefore, we searched for real life stories, we spoke to the cabin crew members and got rich stories from them. Some of them probably will come as a follow up to the main film.”
03/02/16 Sarmistha Neogy/Exchange4Media
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Commenting on the film, KV Sridhar, Chief Creative Officer, Sapient Nitro said, “The brief given to us was the relationship of British Airways with this country, which is 90 years old, so how do we bring out the bond between both the airline and the customers. The reason why most of their campaigns are touching is because personal travel is always filled with emotion, there is a reason and purpose why people travel and the question comes- how do we really exploit that. Therefore, we searched for real life stories, we spoke to the cabin crew members and got rich stories from them. Some of them probably will come as a follow up to the main film.”
03/02/16 Sarmistha Neogy/Exchange4Media
