German airline Lufthansa has unveiled a lively campaign celebrating India’s growing influence on the world and reinforcing the brand’s deep connect with the Indian community. While staying true to the theme of its immensely successful ‘More Indian Than You Think’ campaign, the new TVC goes a step further to reflect a world that’s trying to learn from and emulate India’s success. The campaign has been conceptualised by MRM McCann.
The TVC is being unveiled with a powerful 360-degree outreach and engagement plan. It will be aired on diverse media platforms, including English news, movies, infotainment and business news channels as well as on channels that air Indian movies and reality shows. It will also be promoted extensively in the digital arena, cinema halls as well as in print across cities including Delhi NCR, Mumbai, Bangalore and Chennai.
The launch will also be supported by social media, as well as a dedicated microsite www.moreindianthanyouthink.com that showcases the campaign, the making of the TVC, as well as Lufthansa’s extensive partnership with India.
Wolfgang Will, Senior Director, South Asia, Lufthansa Group Airlines, said, “Having connected India to the world for over half a century, Lufthansa has in turn connected deeply with Indian culture. As a brand, we are truly ‘More Indian Than You Think’. The new TVC reflects our ‘Nonstop You philosophy’ and is an affirmation of the fact that India is very close to our heart.”
Sangeeta Sharma, Senior Manager, Marketing and Communications, Lufthansa Group Airlines, added, “Although presented in a lighter vein, the TVC reflects changing perceptions of India and Lufthansa. As showcased in our earlier campaign, Lufthansa has already been ‘More Indian Than You Think’. With this new TVC we are demonstrating the spirit of India in a world that is becoming more Indian than you think. We believe this will resonate even more strongly with our audience and strengthen our position as an airline that is truly Indian.”
Shot exclusively for the Indian market, the television commercial exudes effervescent energy, weaving the power of humour with India’s passion for cricket. The unique storyline follows a coach as he single-mindedly drives his team to do everything like the Indians – train like the Indians, meditate like the Indians, eat like the Indians, even dance like the Indians – as a secret strategy to defeat the Indians! It then ties it all together by highlighting Lufthansa’s own Indianised offering, making it the airline of choice for Indians.
Creative agency: MRM//McCann India and Kolle Rebbe Germany
Media agency: Mindshare
Production company (Berlin): CZAR Film GmbH
Director: Martin Werner