Created by MRM/McCann, the TVC captures the experience of a grandfather and his grandson on a Lufthansa flight to bring out the ‘More Indian than you think’ philosophy of the German airline
BestMediaInfo Bureau | Mumbai | July 23, 2014
Lufthansa Passenger Airlines has launched its first television campaign for the Indian market. It is also the only international airline operating in India to launch a complete local television commercial for the Indian market.
The campaign has been conceptualised by MRM/McCann, and it captures an endearing relationship between a grandfather and his grandson and tells the story in a simple yet enticing manner. The commercial reflects the soul of Germany with the heart of India and it banks on the importance of deep-rooted Indian family values.
The storyline set in Mumbai forms the landscape of the 45-second TVC. It starts with a grandfather telling his little grandson that “we are flying to New York to visit your father on a German airline”. A tad disappointed, the grandfather tells the kid that how Germans are a serious bunch of people and with probably no knowledge of Bollywood movies and Indian food. The little grandson gets tensed on hearing this and mentally prepares himself to be travelling on an airline where he will be out of his comfort zone.
However, he gets a surprise when an Indian airhostess greets him with a ‘Namaste’ and a smile on her face. His amusement gets doubled when he is served with great, authentic Indian food. And for in-flight entertainment, the airline has provided him with Bollywood movies.
The kid gets confused because this treatment was in stark contrast to what his grandfather had told him about the ‘German airline’. He tells his grandfather that “we are travelling in the wrong plane”. His granddad in the end pacified him saying that there is nothing to worry about and everything is okay.
Unveiled under Lufthansa’s “Non Stop You” positioning, the new television commercial is delivered through the prism of Lufthansa’s “More Indian than you think” philosophy and aims to let the audiences discover the emotional and Indian side of the brand.
Wolfgang Will, Director - South Asia, Lufthansa, said, “Our presence in India for the last 50 years has given us an unparalleled understanding of the needs of our customers and we are convinced of being able to play an important role in connecting our global customers with India and India with Europe and North America. We always evaluate our best products and services and introduce in India the ones we feel will be appreciated by our customers. We are sure the new commercial will help our Indian customers see the brand’s ‘Indian’ side and connect with the brand even more.”
Sangeeta Sharma, Manager, Marketing & Communications, Lufthansa, commented, “The Lufthansa brand is very strong in the Indian market in the rational space and is known for punctuality, precision, quality and efficiency. The brand has made huge progress towards embracing Indian culture and needs and adopting them in the way it delivers its products and services in the market. The new Lufthansa commercial for the Indian market clearly wanted to communicate best of both worlds – the Soul of Germany and Heart of India. In the TVC, there is a playful intersection of traditional notions and the final pleasant discovery which has moments of warmth and delight as it unfolds. We want our audiences to see the ‘emotional side’ of the brand and realise that there is an ‘Indian You’ in Non-stop You and communicate that Lufthansa is actually more Indian than they think. The commercial brings alive a story that at the end has an element of discovering something new and pleasant, over a more traditional perception.”
The TVC will be aired across various English news, movies, infotainment and business news channels as well as during Hindi movies, blockbuster movies and reality shows on mass channels. It will also be promoted on various digital spaces, cinema halls along with print ads to give a multi-media impact in cities including Delhi NCT, Mumbai, Bangalore, Chennai, Pune, Indore, Chandigarh, Ahmedabad and Vadodara. The launch is also supported by online video, banners and a microsite.
Creative agency: MRM//McCann
Media Agency: Mindshare
Production Company (Berlin): CZAR Film GmbH
Production Company (India): Highlight Films
Director: Martin Werner