British Airways has launched a new campaign, Best Gift, aimed at last minute travelers to make the most of this year’s festive season. As the global lockdown has halted international travel in many countries, many people have been separated from their families for nearly two years. The campaign reminds viewers that there is no better time to come home than Diwali.
“We would like to wish a very Happy Diwali to all our customers in India and abroad who celebrate the festival. Many of our customers have been separated from their families and friends abroad for a very long period of time. We have announced some exciting offers for anyone who would like to plan a Diwali trip, with the achievement Make the most of these great offers.” Moran Berger, Head of Sales for South Asia, Middle East and Africa, British Airways, said:
The brand’s campaign, conceived by Ogilvy Gurgaon, aims to capitalize on the ancient Diwali tradition of gift giving, and the challenge of finding the right gift for each person. It leaves viewers with the touching message that the one gift that can never go wrong is a surprise visit from a loved one.
The new movie shows a young Indian living abroad and looking for Diwali gifts to send to his family. Every gift idea is rejected for being either too expensive, unfashionable, or too unnecessary. An accident with some gloss, kept for gift wrapping, makes him realize that there can be no better gift than a trip home to celebrate Diwali with those who miss him the most.
“Every Diwali, we find great joy in giving something to our loved ones! On the other hand, we find it even more exasperating, trying to discover the perfect gift for each of them. Our new film addresses these visions with a beautiful message – that the best gift you can give on Diwali. This is you,” explained Ritu Sharda, Corporate General Manager, Ogilvy India (North).