India – British Airways has launched a new TV advertisement and brand campaign tailored for the Indian market, featuring India-based colleagues as the stars, in celebration of its 100th anniversary of flying between India and the UK this month.
Titled ‘Family in the Skies,’ the campaign highlights British Airways’ passion and commitment to delivering exceptional service through its most valuable asset—its people. Developed in collaboration with British Airways’ UK-based agency Uncommon Creative Studio and its network of Uncommon Minds in India, the campaign features 25 colleagues prominently.
Additionally, an out-of-home campaign will showcase 78 more colleagues, reflecting the airline’s extensive team. The campaign was collaboratively designed by Indian and British creative directors Tushar Menon and Kate Lloyd, emphasising the strong partnership between the two creative communities.
The campaign film follows a young woman on a solo journey to the UK as she heads to the airport, supported by her community and family. When her van breaks down, panic sets in until a British Airways bus arrives. A crew member invites her and her family on board, where they share stories, food, and laughter, turning a stressful situation into a memorable experience. After an emotional farewell at the airport, the woman is taken under the crew’s wing as she continues her journey.
Through this poignant narrative, British Airways seeks to demonstrate its steadfast commitment to passenger care, highlighting the crew’s dedication to going above and beyond to foster familiarity and ensure that every journey is both comfortable and enjoyable.
The campaign film is further enhanced by an out-of-home initiative featuring 78 Indian-based colleagues, including cabin crew, airport staff, engineers, and Call BA customer care representatives. Gathered on the tarmac in front of a British Airways plane, they share smiles and laughter with customers, creating the warmth of a large family portrait.
Calum Laming, chief customer officer at British Airways, said, “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,” Laming added.
This campaign, the first in India since 2016, showcases an impressive lineup of acclaimed Indian creative talent, including renowned filmmaker Prakash Varma, award-winning casting director Romil Modi, celebrated Bollywood acting coach Chandan Kumar from the National School of Drama, and emerging photographer Avani Rai.
With local media planning by OMD India and support from British Airways’ London-based team at MG OMD, the “Family in the Skies” TV ad will launch across India on November 1. Following positive test screenings, versions will also be released in the UK, US, and Canada, with placements across cinema, YouTube, connected TV, and social media. The OOH campaign will launch on November 9 and will run in all five Indian cities served by British Airways.
