Mumbai: British Airways on Tuesday unveiled its latest brand campaign with a short film titled Fuelled by love. The six-minute film, inspired by the real-life experience of a British Airways cabin crew member aims to strengthen the airline’s foothold in India, its second largest market outside the UK.

The young UK-based cabin crew member is flying to India for the first time, her mind full of apprehensions about navigating a country with a vast variety of cultures, languages and food preferences. On this trip, she meets an old lady returning to Hyderabad after visiting her son in London. She develops a special bond with her on the flight, as she sets about making her comfortable, helping her with her socks and setting up a movie to take her mind off the fact that she’s missing her son. The old lady invites her to her home, an invitation she accepts hesitantly but doesn’t regret as she spends the day with the family. She leaves, having created beautiful memories which resonate with her on her future flights.

“The idea for the film was to connect with consumers and create empathy. To show that Birtish Airways understands India and the nuances of Indian culture and emotions, thanks to their relationship spanning across 90 years," said K.V. Sridhar, chief creative officer at SapientNitro India, an integrated marketing and technology agency that is part of the Publicis.Sapient, which created the campaign.

“The team spoke to scores of British Airways crew members, in London and in India before picking on this story for the film. We will follow up with more stories which will be represented through picture postcards on social media. The film, now live on British Airways’ YouTube channel, was directed by Neeraj Ghaywan who directed the critically acclaimed Hindi film Masaan.

Several international airlines have taken this route to strengthen their ties with India. Deutsche Lufthansa AG, the German airline commonly known as Lufthansa, ran a campaign titled “More Indian than you think" last year.

“India is British Airways’ second largest market outside the UK and after the US. We are proud of our rich heritage of over 90 years in India and deep understanding of this wonderful country," said Moran Birger, British Airways’ regional commercial manager for South Asia, explaining that they want to show the actual experiences of their cabin crew members serving customers on their India routes.

“Many of them have shared stories of how care and thought that goes into every part of their journey have helped them connect with our customers and provide a more personal service," he said.

The short film will be promoted on British Airways’ social media channels including, Facebook, Twitter, YouTube and Google+ and run alongside print, digital, outdoor and social media campaigns in three phases commencing from 2 February until the end of the month.

The amplification on social media will involve real-life, compelling crew stories through short videos and photo essays. Interestingly, the campaign will not run on television.

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