India thrives on emotive ad stories. Uncommon Creative Studio and British Airways have produced one that stands tall in the crowd.
Family in the Skies follows the classic Hollywood emotive roller coaster formula with its eleventh-hour obstacle and hero to the rescue. In this case, a broken-down van transporting a woman passenger and her family to the airport breaks down. A passing van, filled with British Airways staff, stops and (improbably but it’s OK, this is fantasy) gives them a ride. The two groups come together during the ride, sharing fun and food.
The two-minute commercial promotes a carrier dedicated to caring for its passengers and the willingness of its crew to go above and beyond.
Uncommon Creative Studio created the full campaign with its network in India. The film features 25 British Airways employees and the supporting OOH, 78. The campaign was designed collaboratively by Indian and British creative directors, Tushar Menon and Kate Lloyd. In addition, key insights were taken from research conducted with Indian consumers and British Airways colleagues.
The full campaign, the first in India since 2016, also brings together a roster of exceptional Indian creative talent, including, Awarded filmmaker, Prakash Varma, who directed the film, and emerging photographer, Avani Rai, who shot the OOH.
Calum Laming, chief customer officer at British Airways, stated, “We are so proud to have more than 2,500 Indian-based colleagues, making India our largest colleague base outside of the UK, and we are proud that more than 100 of them feature in this campaign. It showcases the huge amount of talent we are so lucky to have within our British Airways family and we could not be more thrilled to show this on a national scale in India. Not only does the campaign tell a story, but it shows who we really are. “It’s important to us to shine a light on each of our colleagues’ originality, as this is British Airways at its most authentic: your family in the skies.”
The Family in the Skies TVC launched across India on November 1. Versions will also be released in UK, US, and Canada. The full campaign covers cinema, YouTube, connected TV, online video and social media. The out of home campaign will follow on November 9 and will run all five cities that British Airways operates from in India.
Credits
Client: British Airways
Creative Agency: Uncommon
Production Company: Nirvana Films
Director: Prakash Varma
Executive Producer: Sneha Iype
Producer: Nandini Gowda
Director of Photography: Satchith Paulose
1st AD: Balakrishnan S Thevar
Post Production & VFX: Black Kite Studios & Daydreamer
Music & Sound: Uncommon Creative Studio
Producers: Luis Almau & Benjamin Jones
Sound Designers: Jack Patterson & Graham Norman
Sound Mix: Henning Knoepfel
Executive Producer & Managing Director: Jay James
