British Airways Launches “Family in the Skies” for India’s Centenary

In a grand celebration of 100 years of connecting India and the UK, British Airways has launched its new TV advertisement and brand campaign titled “Family in the Skies.” This campaign, crafted specifically for the Indian market, features the airline's India-based colleagues as the stars of the show, highlighting their dedication and exceptional service.

The campaign comes as British Airways commemorates a century of service between the two nations, showcasing its passion for providing top-notch travel experiences through its greatest asset—its people. The advert was developed in collaboration with British Airways’ UK-based agency, Uncommon Creative Studio, alongside a team of Uncommon Minds based in India.

The campaign features 25 colleagues prominently in the advert and is complemented by an out-of-home campaign showcasing 78 colleagues across various locations. It was collaboratively designed by Tushar Menon and Kate Lloyd, two creative directors from India and the UK. Insights from research conducted with Indian consumers and British Airways employees helped shape the campaign, ensuring it resonates with its audience.

This marks British Airways’ first campaign in India since 2016 and aims to reflect the airline's commitment to its passengers. The narrative is simple yet impactful, emphasizing British Airways’ dedication to caring for its passengers. It highlights the crew's willingness to go the extra mile, creating a sense of familiarity that makes every journey comfortable and enjoyable.

Calum Laming, Chief Customer Officer at British Airways, expressed pride in the airline’s strong presence in India, noting that it has over 2,500 Indian-based colleagues, making India the airline’s largest workforce outside of the UK. Laming said, “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.”

The “Family in the Skies” campaign beautifully portrays the warmth and camaraderie of the British Airways team, reinforcing the airline's commitment to providing exceptional service. By putting its Indian colleagues in the spotlight, British Airways is not only celebrating its legacy but also demonstrating its dedication to creating memorable travel experiences for passengers.

As part of this milestone celebration, the airline aims to connect with its customers on a deeper level, showcasing its commitment to enhancing customer experience. The campaign emphasizes that British Airways is not just about flying; it’s about creating a familial bond with its passengers, making every flight a part of a larger family journey.

This heartfelt campaign invites viewers to experience the personal touch that British Airways offers, ensuring that travelers feel valued and cared for during their journeys.