Feb 22 2014

British Airways Captures Indian Lifestyle On Valentine's Day Commercial

British Airways's new campaign, “Go further to get closer”, launched on Valentine's Day shows a real life Indian couple, Sumeet and Chetna, who are caught in the daily routine and being surrounded by family, lack the opportunity of getting quality time with each. The couple finally get the chance of getting to know each other when the husband surprises his better half with an all expenses paid trip to London, courtesy British Airways. The commercial, hash tagged #MrAndMrs, was an instant hit, getting over 1 million hit in just 1 week. "Getting the balance between family, work and everyday life can be a struggle for all of us, so we decided to help Sumeet and his wife Chetna go further to get closer. This is their heartwarming story", says British Airways on their youtube channel. The video undoubtedly stirs familiarity among numerous couples who met and married in an arranged marriage setting and live in a joint family  where opportunities for spending 'couple time' are seldom.

According to AFAQS, the video is produced by Ogilvy India and directed by Vishal Punjabi of The Wedding Filmer. It was launched on British Airways' official website



(ba.com/getcloser) and leveraged on British Airways' social media channels including Facebook, Twitter, LinkedIn, YouTube and Google+. The site also quotes Sanjeev Jasani, senior vice-president, OgilvyOne Worldwide, New Delhi, as saying that the British Airways will not just appeal to the minds but also the hearts of Indians.

Last July the carrier had launched 'A Ticket To Visit Mum', hash tagged #visitmum,  that shows a New York based son separated from his mother in India. The commercial has had over a million hits on youtube to date.

It's obvious that in this age of story-telling  commercials (remember Google's 'Reunion' and Expedia's 'Find Yours' campaigns?), British Airways gets it. They know what chord to touch to keep their business flying high, literally, in this case. And why not? After all, Indians' and other Asians' contribution to the airline industry can hardly be overlooked. Besides, our stories are unique and definitely need to be told. Our stories are touching and certainly resonates with the masses. In fact, our stories are fast becoming of the masses.

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