Following a year of growth in 2013, British Airways, United Kingdom’s national carrier has identified India as its second largest potential market after America and is planning to invest heavily in the Indian market. In addition to new products, and upgraded inflight entertainment, the airline is also keen to connect with the huge youth demographic in the country.
As part of its India promotions, BA has launched a new campaign on Valentine’s Day called “Go further to get closer”. The 5-minute film beautifully portrays the true story of Sumeet and Chetna, a married Indian couple of 3 years who despite loving each other, never really have found the time to know each other. Work pressures coupled with the responsibilities of living with parents and taking care of them, had left them with little time for each other.
The film shows how British Airways helped them get away from it all and closer to each other, with a surprise all-expense paid trip to London. The couple is shown spending close moments at strategic places in London, while the message is spread around how we need to go far to get closer. As reported by AFAQS, the film has been produced by Ogilvy and directed by Vishal Punjabi of the Wedding Filmer.
The film was launched on Valentine’s Day at the British Airways website, with promotional 70% off fares for couples to London on flights booked by 28th February and travelled by 30th June 2014. The campaign has also leveraged social media to spread the word. Along with updates on British Airways Facebook page, the BA Twitter handle is also creating conversations around the hahstag #MrAndMrs, while sharing the film.
BA seems to have cracked the formula to forge an emotional connect with Indians. Last year, the airlines had launched ‘Visit Mum’ campaign, where an Indian mother talks about how much she misses her son in America, who has been living in NYC ever since he was 17. During the course of the film, she cooks her son’s favourite childhood meal ‘Bhindi (okra) parantha‘ for BA to fly to him in New York, but ends up being surprised when BA brings her son instead. The film to promote the route network between India and the US, received an overwhelming response on social media.
A true love story and discounted fares might just help further boost the growing number of Indian travellers through British Airways. At least “Go further to get closer” has ensured good numbers from India to London for the first half of 2014!