British Airways has released a Diwali campaign titled ‘The Best Gift’, to encourage last minute flyers to give their loved ones the gift of themselves this festive season. Conceptualised by Ogilvy, the campaign aims to throw light on how visiting one's family during festivities is a bigger joy, since most people were separated from their families for nearly two years.
The film features a young Indian man, living overseas and looking for Diwali gifts to send home, to different members of his family. However, he thinks of how each of them would outgrow their likes and reject his gifts as too expensive, unfashionable or unnecessary. Co-incidently, he touches some glitter kept for wrapping gifts and sees an airplane in the sky. This makes him realise that there could be no better gift for his family, than his presence at home.
Moran Birger, head of sales, British Airways - South Asia, Middle East and Africa, said, “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.”
Shouvik Roy, president and head of office, Ogilvy India - North, said, “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.”
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