Mumbai: British Airways has released a new campaign ‘The Best Gift’ aimed at last minute flyers to make the most of this year’s festive season.
As the worldwide lockdown halted international travel in many countries, many people were separated from their families for nearly two years. The campaign reminds viewers that there’s no better time to go home than Diwali.
The brand campaign, conceptualized by Ogilvy Gurgaon, draws upon the age-old Diwali tradition of gifting, and the challenge of finding the right gift for each person. It leaves viewers with the heart-tugging message that the one gift that can never go wrong is a surprise visit from a loved one, i.e., you.
The new film shows a young Indian man, living overseas, looking for Diwali gifts to send home, to his family. Each gift idea is rejected for being either too expensive, too unfashionable or just too unnecessary. An accident with some glitter, kept for wrapping gifts, makes him realise that there could be no better gift than a trip home to celebrate Diwali with the ones who miss him the most.
Shouvik Roy, President and Head of Office Ogilvy India (North): “Travel is a sensitive subject in the new normal, and we wanted to respect those sensibilities while addressing the client ask. British Airways has always told human stories, and it’s been our pleasure to write the next chapter.”
Ritu Sharda, CCO, Ogilvy India (North) said “Every Diwali, we find great joy in gifting something to our loved ones! On the other hand, we also find it most exasperating, trying to figure out the perfect gift for each of them. Our new film addresses both these insights with a beautiful message – that the best gift that you can give this Diwali is you.”
Moran Birger, British Airways’ Head of Sales for South Asia, Middle East and Africa: “We would like to wish a very Happy Diwali to all our customers in India and overseas who are celebrating the festival. Many of our customers have been separated from family and friends abroad for a very long duration of time. We have announced some exciting offers for anyone wanting to plan a trip this Diwali, while making the most of these great offers. British Airways’ flexible booking policy also gives our customers reassurance if their plans change.”
Watch the YouTube Link:
Client: British Airways
Creative: Ritu Sharda, Soumya Nagabhushan, Kartikeya Dixit
Account Management: Shouvik Roy, Atif Rahman, Prashant Panwar
Planning Team: Rohitash Srivastava, Himanjal Patil
Production House: Magic Box
Director: Aman Sachdeva Producer: Mayur Patel