BA Mumbai

India has always been an important destination for British Airways, now more than ever.

Today we have a look at some current marketing initiatives..

India is one of the most important markets for British Airways. It is the airline’s second largest market globally with connections from five key cities in India 48 times a week to over 500 destinations around the world.  British Airways has been flying to India for around 85 years.

photo of BOAC poster India

How a campaign used to look

The “Go Further to Get Closer” campaign, was launched on Valentine’s Day and narrated the story of how British Airways helped Sumeet Gupta surprise his wife and made it possible for them to get closer.

The premise of the  story is that surprise and love go hand in hand and of how British Airways helped him surprise his wife Chetna by giving them an opportunity to escape from daily distractions and get closer to each other.

“Go Further to Get Closer”, produced by Ogilvy India, is an emotional campaign and shows how British Airways’ marketing strategy for India focuses on introducing India centric naratives to create an emotional and meaningful connection with the younger audience.  The campaign is based on the view that affluent young couples today have fallen into the trap of making work their top priority in life, and that this focus is takes a toll on their personal relationships as they are unable to spend enough quality time with their partners. But a solution for this is to travel internationally to see their family and friends.

In December 2013 in what was another inovative move, BA brought Silent Picturehouse in Mumbai- A three day film extravaganza to commemorate 100 years of Indian cinema. Launched in London in 2010, British Airways’ Silent Picturehouse created a unique cinematic experience, screening three films on three screens, combining the in-flight entertainment experience with the traditional cinema environment.

Viewers were able to tune in to their movie of choice from the available options using wireless headphones thus immersing themselves completely in the world of film. This was the first time that ‘Silent Picturehouse’ was launched in an international market outside the UK.

As part of the marketing campaign to promote the UK globally, the GREAT Big British Invite, British Airways and VisitBritain in February 2013 hosted a four-day grand event at the Phoenix Mall in Mumbai showcasing British fashion, music, heritage among others in the form of pop-up stores in true British style. The activity reportedly generated great amount of interest among the people of Mumbai.