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Skillful BA commercial plays on Indian love of country

March 18, 2016 Headline News No Comments Email Email

egtmedia59A new British Airways commercial, titled ‘Fueled by Love’ and designed to appeal to the Indian market, touches the heartstrings and has been hailed as inspirational.

That’s perhaps not surprising. It was directed by acclaimed director Neeraj Ghaywan, whose debut feature film ‘Masaan’ won two awards at the Cannes Film Festival in 2015.

You can view ‘Fuelled by Love’ here:

‘Fuelled by Love’ starts with BA flight attendant Helena Flynn, 23 admitting to be both excited but also a little anxious about her first flight to India. While she is impressed with the vastness of Indian culture, she is also slightly concerned.

Then she meets an elderly Indian woman on the flight, who says “I miss my son”.

The video, which lasts over six minutes and includes some excellent footage of the BA B787 aloft, should work well in India, a massive market for BA.

Indian media says it will not only “reawaken nationalistic passion” but also “help you take pride in our culture that is hospitable and warm”

Written by Peter Needham

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