British Airways’ Brilliant New India Ad

As much as I’m sometimes not thrilled with the flights I take with British Airways, their marketing is brilliant. Perhaps my favorite such example is British Airways’ “Visit Mum” campaign from 2013, which made me cry:

I just watched it again (for maybe the hundredth time), and my eyes were watery again. It’s touching and brilliant, and creates such a positive perception of the brand without even feeling like an advertisement. Because it’s not the airline’s services as such that they’re advertising, but rather that you should visit your mom. And then once you’re watery-eyed they gently remind you that British Airways probably flies to mom. 😉

Well, British Airways is back with another ad campaign, once again focused on India. It’s called “British Airways: Fuelled My Love,” and here’s the description:

Our journey in India began in 1924. We’ve grown together, soared great heights and touched the skies. Yet the bond grows stronger. See how a British Airways crew member falls in love with India and forms a deep bond with India that is #fuelledbylove.

Here’s the video:

Now, any British Airways video involving India has huge shoes to fill after the “Visit Mum” campaign, so I came in skeptical. While the ad isn’t quite to the level of the “Visit Mum” one, it’s still absolutely lovely. It feels a bit more staged than the previous video, but it still manages to have a genuine message, and you’ll probably either laugh or cry during the video, or probably both.

Bottom line

Fundamentally the beauty of airlines isn’t that they offer flat beds or caviar & champagne, but rather that they connect people around the world. People with different stories, circumstances, and backgrounds. Kudos to any airline which can capture that in an ad as brilliantly as British Airways does.

(Tip of the hat to @livingfire83)

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Indian Guest

@Jared Point I was trying to make was this ad sets false expectations for both passengers and flight attendants. Only winner is the model who is going to score heroine roles in few Indian movies and probably make $200,000 per movie. Good for her. What about real BA FAs, how are they going to deal with pax with false expectations. We now know this was a Bollywood production, where plagiarism is common practice and copyright means to copy the right (correct) way, not to value intellectual property. When producer/director says "Inspired by real story", people jump to conclusion it is an experience of young BA FA on Indian route. It could be an experience of any FA of any airline on any sector. I am not saying young BA FAs are not caring toward senior citizens. Upper middle class and elite young women in India wouldn't touch feet of elderly. There is a hint in Lucky's LHR-DEL TR. The young AI FA's main intentions may be to enjoy London layover, not to serve pax. On the other hand you may find very caring and service oriented young FAs on domestic AI flight. It all depends on their social status and upbringing.

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Jared Guest

@Indian I'm not sure why you would make a comment like that. Simple tasks can become difficult with age. Just hope that someone like that FA will be looking after your parents and family when they are flying and is when we get to that age. I know my grandmother has difficulties bending down so I help her with many simple tasks. Nothing to do with third world...

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Indian Guest

Now the only issue is third world grannies expect BA FAs to help them with socks. Looks like a candidate union grievance.

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K Guest

What on earth is a 'Cauvery'? I have literally never heard or seen that word in my entire life. Don't you mean Kaveri, or are you one of those desis who can't get over the colonial hangover and ridiculous colonial names imposed on us by the British? The fact that you think the Aryan Invasion is still real, never mind the fact that it has been thoroughly disproved by modern archaeological research and anthropology, suggests that you might be an Indian liberal who supports warped foreign interpretations of our history promulgated by racialist historians like Max Muller. There definitely was intermixing in the north, but it certainly didn't involve an 'invasion' by 'Indo-Germanic' people but rather an interaction between locals and 'Indo-Aryans' aka Avestan Iranians living practically next door. Nor were the Dravidians 'displaced to the South' – for there is absolutely zero evidence that that happened. I don't even know why you're even mentioning this because it has nothing to do with the subject matter, but I suspect it was because I called the Mughals foreign. They were indeed foreign rulers of Turko-Mongol origin. Islam isn't native to India at all. Indian Muslims may be Indian today, but the Mughals certainly weren't Indian. There is a clear difference. Furthermore, the Mughals are the ones who let the British in through the Muslim Nawab of Bengal while the various Hindu states that were federated under the Maratha Empire fought against the entry of the British. It could therefore be said that a certain level of unity existed amongst the real natives back then, but ended up being thwarted because the Mughals are the ones who sold the country out. The fact that India remained India instead of turning into the next white man's land like America or Australia is proof that more unity and cohesion existed than you think it did. Do not rely on distorted foreign interpretations of your history.

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subichoww Guest

So much cringe worthy material not only in the video but the comments as well.

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