Focussing on a short film showing the real story of Chitra returning to her family, the campaign was created by BBH.
‘The Welcome of Home’ multimedia platform will be promoted via digital in the form of 15-second pre-roll and in-stream video, and will invite fans to tweet a photo that reminds them of home and where home is, for a chance to win a trip home for two.
“British Airways doesn’t just fly people, we connect them with the people that matter most,” said Victoria Long, Americas marketing manager, British Airways.
“We understand the value and importance of a warm welcome, it’s a wonderful part of the Indian culture and we strive to give our customers a little taste of that warm welcome of home from the moment they step on board.”
North America is home to nearly a million second generation Indian ex-pats and their families.
Earlier this week, Qantas launched a similar campaign, showing the ‘real’ stories of five passengers and their journey home to Australia.