FUELLED BY LOVE

TitleFUELLED BY LOVE
BrandBRITISH AIRWAYS
Product / ServiceBRITISH AIRWAYS
CategoryA03. Online: Fiction & Non-Fiction
EntrantSAPIENTNITRO Bangalore, INDIA
Idea Creation SAPIENTNITRO Bangalore, INDIA
Production SIKHYA FILMS Dehli, INDIA

Credits

Name Company Position
KV Sridhar SapientNitro Chief Creative Officer
Surjo Dutt SapientNitro Creative Director
Rohitash Shrivastava SapientNItro Strategy
Siddharth Mohanty SapientNitro Strategy
Niket Kumar SapientNitro Account Manager
Tulika Srivastava SapientNitro Account Manager
Neeraj Ghaywan SapientNitro Director
Guneet Monga Sikhya Films Producer

The Campaign

The idea was to completely flip the conversation from ‘selling services’ to ‘declaring love’. This had never been done before in this sector in India. We tapped into a treasure trove of various ‘India sector’ memories, experiences and stories that the British Airways (BA) crew had experienced over the 94 years that BA has been in India. Real conversations, genuine moments, thoughtful gestures big and small, and relationships that were built, were all raw material to communicate the idea - #fuelledbylove. The narrative was to be changed from BA claiming why they were the best option for Indian flyers to BA declaring its love for India and talking about the positive impact India has had on BA and its crew. This would, therefore, become one partner (BA) in a slightly estranged relationship stretching out a hand to mend fences by declaring genuine love and care for the other partner (India).

Creative Execution

Thus, the film while being a magnum opus managed to be anchored in a real core of love and mutual respect. The short film titled #fuelledbylove was an emotional docu-drama inspired from a real life story of a young BA crew member and her relationship with an Indian grandmother that began on her maiden flight to India. A short real life story was turned into a powerful six-minute love story. The mood of the film followed a graph of apprehension on the part of the young BA crew flying to India; turning into a chance collision with an Indian granny in the aircraft; turning into an instant bond between the two; turning into a beautiful love story with the grandmother, her family and all of India, for the young girl.

The film broke on all social media and the scale of the campaign can be judged by the fact that participation and response came from each and every corner of India and the globe. Received close to 4 million views, 85,723 likes and 9226 shares, coverage by leading publications including WSJ, Conde Nast, BBC, Huffington Post, generating 128 pieces of coverage without paid media with an estimated PR value of $4 million. Declared the best Ad of the day AdWeek, it trended on Facebook for 56 hours and is the most successful British Airways campaign ever, globally.

This online video is truly a remarkable piece of content that resonates with culture, specifically in India. This film is certainly unskippable, communicates the brand message that British Airways is trying to resonate within India, and connects to consumers in a genuine and emotional way. The video is not only entertaining, but it is heartfelt and has the opportunity to evoke emotions and change the way people see British Airways as a brand.

To find genuine Indophiles among the BA crew and tell their beautiful stories of love with India to our target audience - the newly prosperous Indian with a traditional mindset. Through in-depth research interviews, we discovered that in spite of India being a hugely demanding sector, a majority of the BA crew loved their experiences of India. We heard, curated and then filtered through these stories to arrive at a bank of stories of beautiful relationships that had developed between BA crew and India. Examples of life-long friendships, welcomes into homes, celebrating festivals, and even adopting children emerged from this exercise. These became the anchor of the campaign as we chose a story that would best appeal to our audience and turned them into emotional and engaging communication.

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