Get ‘Fuelled by Love’ with British Airways’ New Brand Campaign

Having served the country for close to a century, British Airways continues to love India back. The Real-life experiences of British Airways’ cabin crew reveal that whilst service is driven by purpose and efficiency, true care is ‘fuelled by love’.

With the customer at heart, British Airways today unveils its latest 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 special bond, creating beautiful 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 critically acclaimed director of the Hindi film, Masaan.

To celebrate the new brand campaign launch, British Airways is delighted to announce a fantastic three-day offer for its customers from India to London with all-inclusive fares starting from just INR 53, 542 and INR 145,517 in World Traveller (economy) and Club World (business) respectively. The offer is valid for sale period, 2 February 2016 – 4 February 2016 and for outbound travel period until 30 June 2016.

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 wonderful 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 commencing from 2 February until the end of the month. The amplification on social media will involve real-life, compelling crew stories through short videos and photo essays.

To take its customer experience to the next level, British Airways has committed to invest more than £5 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 improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.

Notes to editors:

1. Discounts range on basis of route and cabin of travel

2. Special promotional fares valid for sale from 2-4 February 2016 for outbound travel till 30 June 2016 for bookings made in World Traveller, economy and Club World, business

3. Offer is valid on flights booked from Mumbai, Delhi, Bengaluru, Chennai and Hyderabad

4. Fare Example - All–inclusive return fares from Delhi to London starting from INR 53,542 and INR 145,517 in World Traveller and Club World respectively and may vary due to currency fluctuations

5. Please refer to fare rules for the complete set of applicable terms and conditions

6. British Airways reserves the right to withdraw this offer anytime without prior notice

7. For further information on the offer visit ba.com

About British Airways

British Airways' route network currently serves more than 200 cities in 75 countries. British Airways has been flying to India for over 90 years and currently operates 49 flights a week from London Heathrow to five cities – New Delhi, Mumbai, Chennai, Bengaluru and Hyderabad. From 25 October 2015, customers from Delhi have become the first at British Airways globally to experience the state-of-the-art brand new Boeing 787-9 and the new First cabin.

In September 2015, World Traveller Plus, the premium economy cabin available on selected long haul routes, was awarded the Best Premium Economy by Business Traveller Asia-Pacific. In October 2015, British Airways and its frequent flyer programme, Executive Club, was awarded the Best Short-Haul Carrier and the Best Frequent Flyer Programme by Business Traveller for the 10th consecutive year. The oneworld alliance, of which British Airways was a founding airline, came in first in the Best Airline Alliance category for the third year running.

In March 2015, British Airways was also named the top Business and Consumer Superbrand at the Superbrands 2015 Awards, becoming the first travel brand to win both prestigious titles.

For more information, please visit www.ba.com.