British Airways has launched a new campaign for the Indian market, conceptualised by SapienNitro.
The campaign themed #FuelledByLove has at its core a film of over six minutes, which went live on the brand’s digital channels on 1 February 2016.
The film is the story of a bond that gets forged between cabin staff Helena, who is flying to India for the first time, and an older lady passenger.
The lady is flying back to India. At one point, she is in tears, and Helena learns that she is missing her son. Caring for and comforting her, Helena wins the old lady’s affection. As she gets off the plane, she insists that Helena should visit her home the next day, a festival day. She thoroughly enjoys the hospitality of the old lady and her family, joining in the festivities. As she is about to leave, the old lady packs some food for her and also hands her a souvenir – a handkerchief with her name and image in a cabin crew uniform embroidered on it.
Helena reveals that she has been flying to India for over two years now, and that the more she discovers, the more she falls in love with India. A super signs off for British Airways, saying: ‘Loving India back since 1924’.
Client: British Airways