By Pranav Kumar
Brand: British Airways
Campaign: Your Family in the Skies
Agency: Uncommon Creative Studio & Uncommon Minds
Why the campaign rocks:
British Airways’ Your Family in the Skies is an incredible effort by a storied global airline brand to bring a distinctively Indian flavour and build resonance with India’s growing outbound traveller base. It strikes an emotional chord by bringing a unique twist to a very Indian tradition of a whole family, or even a neighbourhood, going to drop off a relative to the airport on what probably is her first overseas trip. What is unique is the way the ad portrays the hustle and bustle of India, the strong family bonding, and the love and camaraderie so revered in our country.
In a unique twist, just as the van transporting the nervous passenger and scores of her relatives and well-wishers to the airport breaks down, British Airways makes its presence felt when a bus transporting its crew, stops and drops everyone to the airport. I thought that the way the brand appeared in a distinctively Indian setting was perfectly done, with it standing out and yet fitting in perfectly with the Indian milieu
The ad does a splendid job of bringing out Indian familial traditions and of care and love that are unequivocally Indian. Definitely had me teary-eyed.
The author is managing director, India, Allison.