British Airways has launched its latest TV campaign in the UK with one of its nine 30-second adverts being filmed in India. Created by BBH London, this ad film features Mumbai’s Lakme Fashion Week with a backdrop of the city’s fabric and pulse.
The new campaign which will be shown in the UK only, is based on the concept ‘ Opportunity doesn’t always live on your doorstep’. It seeks to encourage people to get out into the world and seize every opportunity, for business or pleasure. A localized ‘Opportunities’ campaign will be rolled out in India next year.
“After the economic downturn we want to encourage people to remember that the there’s a big world out there that could bring amazing opportunities for both business and pleasure. There really has not been a better time to travel. Our decision to use Lakme Fashion Week as a theme reinforces our commitment to India ,” said Judy Jarvis, British Airways’ regional commercial manager South Asia.
The concept of ‘opportunities’ is supported by independent research carried out by the Harvard Business Review on behalf of BA into the importance of doing business in person. It found that 95 per cent of respondents believe face-to-face meetings are key to success in building long-term relationships and that 87 per cent agree they’re are essential for ‘sealing the deal’.
Mick Mahoney, creative director at BBH, British Airways’ retained advertising agency, said: “We are making nine TV commercials in 11 weeks that are designed to show the many opportunities happening around the world right now. And one of the ads focuses on India, infact the city of Mumbai, its pulse and its fashion. The ad was filmed six weeks ago during the monsoon. The fast paced production process that was used for the TV advert saw a change from shooting props and demanded quick thinking on the ground to deliver some remarkable and breathtaking footage.”
Watch the TVC here:
The director of the TVC is Siri Bunford.