ETW Staff – Mumbai
British Airways has launched its brand campaign, a short film titled, ‘Fuelled by Love’, inspired by a real-life experience of a British Airways cabin crew member. The film follows the story of a young UK based cabin crew member who is flying to India for the first time. On her maiden trip to India, she meets a customer on board with whom she develops a bond, creating memories which resonate with her on every one of her future flights. The film, now live on British Airways’ YouTube channel – https://youtu.be/ZFb01yTR9bA – has been created by SapientNitro and directed by Neeraj Ghaywan, the director of the Hindi film, Masaan.
Moran Birger, British Airways’ regional commercial manager, South Asia, said, “India is British Airways’ second largest market outside the UK and after the US. We are proud of our rich heritage of over 90 years in India and deep understanding of this country. Through this film and the brand campaign, we want to show the actual experiences of our cabin crew members serving customers on our India routes. Many of them have shared stories of how care and thought that goes into every part of their journey have helped them connect with our customers and provide a more personal service.”
The short-film will be promoted on British Airways’ social media channels including, Facebook, Twitter, YouTube and Google+ and run alongside print, digital, outdoor and social media campaigns in three phases until the end of the month. The amplification on social media will involve real-life crew stories through short videos and photo essays.
Moreover, British Airways has committed to invest more than £five billion in its products and services. The investment has seen British Airways’ customers benefiting from new aircraft, new World Traveller economy and World Traveller Plus premium economy cabins, a revamped First cabin and better lounges around British Airways’ network. Funds have also been allocated to improve catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.