New Delhi:After its ‘Fuelled by Love’, British Airways brings you its latest brand campaign ‘Discover the London You Don’t Know’. In the form of a digital film, the campaign showcases a versatile London, which, while being immersed in legacy, provides young millennials with its contemporary delights.
British Airways has committed to putting the customer back into the heart of everything they do, and connect people and possibility in the moments that matter the most. The brief was to make British Airways seen as the catalyst of unforgettable experiences, adventures and making memories.The creative had to connect both rationally and emotionally with the India’s younger population. The germ of the idea came from the insight that today’s Indian travellers are more travellers, than tourists. They look for offbeat experiences through which they discover themselves better. Also, across generations, London has been a character in most people’s travel stories, never a destination and British Airways has been a trusted partner since 1924 in many such stories. Thus, the idea of following a young man’s journey to London to retrace his grandfather’s footsteps.
Seen through the eyes of a young man from Chennai who discovers his grandfather’s journal, the viewers are taken on a journey in which he relives his grandfather’s time in London, eventually discovering a city he did not know. Blending nostalgia with youthful exuberance, the protagonist savours London from new perspectives.
Abhishek Gupta, Senior Creative Director, OgilvyOne WW New Delhi:The idea was to show that no matter how many London stories you have heard, there’s always one that you haven’t. Because that story is for you to discover. And choosing to fly British Airways is the best culmination to any story about London. Also, there’s the fact that Indians have been flying British Airways for generations. The challenge was to create a film that captures both these facets.
The three-minute video ‘Discover the London You Don’t Know’ is now live on British Airways’ YouTube channel and it has been created by OgilvyOne Worldwide New Delhi:
Robert Williams, British Airways’ Head of Sales – Asia Pacific and the Middle East: From culture seekers and sporting fans to shopaholics and foodies, everyone on a holiday is spoilt for choice across London’s unique multicultural offerings. Through this campaign, we would like to encourage our customers to fly to London and make their own London story.
Flying to London has become even more cost effective with the strength of the rupee against the pound. With these great value offers and so much happening in London, this is the best time to visit the city, Robert added.
The digital-film will be promoted on British Airways’ social media channels including, Facebook, Twitter and YouTube and run alongside print, digital, outdoor and social media campaigns commencing from 02 May until 20 May 2017.
For further information, visit ba.com/flyba.
Agency – OgilvyOne Worldwide, New Delhi
Abhishek Gupta – Senior Creative Director
Deepak Kumar – Creative Director
Abhishek Shrivastava – Creative Controller
Sidharth Shukla – Vice President & Head of OgilvyOne Delhi
Namita Koshy – Associate Vice President
Nikhil Negi – Account Director
Sasanka Das – Senior Planner
Production House – Q.E.D. Films
Director – Amit Masurkar