Bartle Bogle Hegarty (BBH) Asia Pacific has launched a campaign to celebrate the inaugural British Airways route from Hyderabad to North America. The campaign uses the Indian art form rangoli (coloured ground rice powder used to create beautiful patterns).
The campaign, released in India this week, launches the latest flight route from Hyderabad to 22 destinations in North America via London. The media mix includes press and outdoor.
In the ads, the colourful rangoli patterns form the shape of the US. The detail in the art work includes a peacock which is the national bird of India as well as various circular and symmetrical patterns and designs that are specific to Hyderabad. The artwork was commissioned to renowned rangoli artist Vijaya Mohan who has won a Guinness World Record for the largest rangoli ever created.
"As this campaign is about the celebration of new Indian routes for British Airways, we thought commissioning a rangoli would capture the right spirit in India," says David Webster, account director, BBH Asia Pacific.
Daniel Lloyd, marketing and communications manager, British Airways says, "The objective of the campaign is to increase British Airways' brand presence in Hyderabad prior to the route launch on 7 December 2008. We are excited that BBH's creative idea will enable us to do this in a unique and relevant way."