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Indian millennial retraces grandfather’s London journey in British Airways ad

British Airways is trying to lure Indian millennials to visit London with this nostalgia-tinted ad showing a young man retracing his grandfather’s journey in the UK capital city.

Created by OgilvyOne New Delhi, the online video shows a young man from Chennai reading his grandfather’s travel diary and then taking a BA flight to follow his steps across London’s urban landscape.

The three-minute film shows the young traveller visiting a nightclub, a street food vendor and, finally, an elderly man whom his grandfather met during his visit. The ad ends on a sentimental note with the older man giving the grandson the same pen his grandfather used to write his journal – and then telling him to go write his own.

The same pen?

Under the tagline ‘Discover the London You Don’t Know’, the campaign is aimed at 28 to 35-years-olds from India’s upper middle class. The campaign brief was to target this market “emotionally” and “rationally”.

OgilvyOne used the insight that Indian travellers usually look for offbeat experiences to rediscover themselves. The campaign also includes print and outdoor ads distributed in Delhi, Hyderabad, Mumbai, Bangalore and Chennai, while the film will be promoted on Facebook, Twitter and YouTube. The media spend was not revealed.

The agency’s senior creative director Abhishek Gupta said: “The idea was to show that no matter how many London stories you have heard, there’s always one that you haven’t. Because that story is for you to discover. Also, there’s the fact that Indians have been flying British Airways for generations. The challenge was to create a film that captures both these facets.”

Agency –  OgilvyOne Worldwide, New Delhi

Abhishek Gupta – Senior Creative Director

Deepak Kumar – Creative Director

Abhishek Shrivastava – Creative Controller

 Sidharth Shukla – Vice President & Head of OgilvyOne Delhi

Namita Koshy – Associate Vice President

Nikhil Negi – Account Director

Sasanka Das – Senior Planner

Production House – Q.E.D. Films

Director – Amit Masurkar

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