British Airways has launched its first ever made-for-India television commercial, which is part of the airline's largest ever media campaign in the country. The campaign, titled 'Namaste', is based on the theme 'The World Is Waiting'. The ad hit the tubes on October 12 and will be on air for nearly two months.
The new marketing campaign in India has been launched ahead of a major increase in frequencies and services by British Airways for the Indian market. Starting October 30, 2005, the airline will launch a new five-times a week service from Bangalore to London, double its frequencies from Mumbai to twice daily, and increase its flights from Chennai to six a week. The airline has also planned a further increase in its frequencies from New Delhi to London to twice daily from the summer of 2006.
The commercial has been directed by Nikhil Advani of 'Kal Ho Na Ho' fame and is produced in India by 'Mad Films'. The music for the commercial has been composed by renowned Bollywood composer Rajat Dholakia. The television commercial has been shot on location in London, New York and at Film City Studios in Mumbai.
Elaborating on the creative brief, Rajan Vahi, CEO, Mad Films, said, "The commercial is themed around the traditional Indian welcome – 'Namaste' – and presents a reinvigorated and customised British Airways experience for Indian passengers. The main aim was to give an Indian touch to the entire campaign. All post-production work has been done in India, and that makes it all the more interesting. We have followed the 'Lakme' tune for which British Airways is famous for and have Indianised the same for this commercial."
The airline has planned a huge media spend for the campaign that will also have print and outdoor components.
Elaborating on the new media campaign in India and the airline's India focus, British Airways Marketing Manager for South Asia, Charles Carneiro, said, "The historic campaign being unveiled by British Airways exclusively for India is evidence of the importance of the Indian market for the airline. It is our endeavour to continue offering the superior flying experience British Airways is acclaimed for to the discerning Indian traveller."
'The World is Waiting' marketing campaign, of which the current media campaign is a part, focuses on the world of opportunities that British Airways will open up for Indian travellers with its new services, a global network that connects 151 destinations in 72 countries and enhanced connectivity from cities in India.
"British Airways has flown to India for 75 years. Our new campaign builds on this association and reaffirms the fact that there is no airline that understands the Indian passenger better. It is also a renewed commitment of continuing in delivering best service that has made us the country's preferred international airline," quipped Alok Sawhney, Commercial Manager India, British Airways.