British Airways is making it a habit of bringing you heart-warming stories every now and then. Last year it was ‘Fuelled by love’ that made a few eyes mist over and this year they are back with ‘Discover the London you don’t know’.
While ‘Fuelled by love’ was all about a British Airways airhostess falling in love with India and its people, the new spot is about a young man retracing the steps of his grandfather to discover a London of the yore.
Conceptualised by OgilvyOne Worldwide, New Delhi, the brief that the agency received was to make British Airways look like the catalyst of unforgettable experiences and adventures. The creative had to connect both rationally and emotionally with India’s younger population. The germ of the idea came from the insight that today’s Indian travellers are more travellers, than tourists. They look for offbeat experiences through which they discover themselves better. Thus, the idea of following a young man’s journey to London to retrace his grandfather’s footsteps.
The digital film is about a young man on a quest to relive his grandfather’s time in London. The whole thing kicks off when he finds his grandfather’s journal and embarks on a journey to discover the city his grandfather has written extensively about.
“The idea was to show that no matter how many London stories you have heard, there’s always one that you haven’t. Because that story is for you to discover. And choosing to fly British Airways is the best culmination to any story about London. Also, there’s the fact that Indians have been flying British Airways for generations. The challenge was to create a film that captures both these facets,” said Abhishek Gupta, Senior Creative Director, OgilvyOne Worldwide, New Delhi.
Sharing his views on the campaign, Robert Williams, British Airways’ Head of Sales, Asia Pacific and the Middle East, said, “From culture seekers and sporting fans to shopaholics and foodies, everyone on a holiday is spoilt for choice across London’s unique multicultural offerings. Through this campaign, we would like to encourage our customers to fly to London and make their own London story.”
The digital-film will be promoted on British Airways’ social media channels, including Facebook, Twitter and YouTube and run alongside print, digital, outdoor and social media campaigns.
Umma Saini, Creative Director, BBDO, loved the idea but feels it could have been more emotional.
“Love the idea of finding the grandfather's old journal and discovering London from his eyes. But coming from that premise, the film could have been more emotional I feel. It could have had a stronger connect. It didn't leave me with anything, unfortunately," said Saini.
Rishi Chanana, Executive Creative Director, Salt Brand Solutions, also feels that this ad did not have the connect of previous communications from the airline carrier.
"As we have seen some beautiful commercials from British Airways before like 'Fuelled by love', etc. After seeing this new ad, I am not quite sure what they wanted to convey or achieve with this commercial. A boy goes on a London trip after reading his grandfather's diary. And the only role British Airways plays in his journey is an old British air hostess who knows the place in the picture! Don't get that at all. Looks like a London Tourism ad to me, with Chinese food."
Varun Duggirala, Co-Founder, The Glitch, too feels let down by the new communication.
"I've always been a fan of the narrative British Airways take with their films. This one however felt like a let-down. It's a great story and fits in perfectly into the ethos of the brand but the way the story is told doesn't evoke the emotions or any highs and lows which I've come to associate with their advertising," said Duggirala.
‘Fuelled by love’ British Airways video:
Agency: OgilvyOne Worldwide, New Delhi
Abhishek Gupta: Senior Creative Director
Deepak Kumar: Creative Director
Abhishek Shrivastava: Creative Controller
Sidharth Shukla: Vice President and Head of OgilvyOne, Delhi
Namita Koshy: Associate Vice President
Nikhil Negi: Account Director
Sasanka Das: Senior Planner
Production House: Q.E.D. Films
Director: Amit Masurkar