Iconic Ads: British Airways – Fuelled By Love

The British Airways campaign “Fuelled by Love” was a carefully crafted attempt to reshape perceptions around both British Airways (BA) and India itself. Unlike typical airline marketing that focuses on service quality or luxury, this campaign aimed to demonstrate BA’s genuine affection for India, highlighting the country’s warmth, compassion, and cultural depth. Through a heartfelt narrative, BA sought to shift its messaging from being about “why we’re the best” to expressing deep appreciation for its long-standing relationship with India and showcasing the positive impact that Indian culture has on its crew.

India remains British Airways’ third-largest market after the UK and the US, and the company has consistently worked to maintain a connection with its Indian customers. In December 2015, around 12% of foreign tourists arriving in India were from the UK, making British visitors one of India’s largest tourist groups. However, a series of unfortunate incidents marred India’s image internationally, raising concerns about visitor safety, particularly for women. This negative portrayal affected tourism, and British Airways recognized the need to highlight India’s true essence: a land known for its kindness, familial bonds, and hospitality. By launching “Fuelled by Love,” BA aimed to showcase its admiration for India, counterbalancing negative perceptions with a portrayal that emphasised love, respect, and a deep cultural connection.

The campaign draws on BA’s 94-year history in India, tapping into a rich bank of stories, memories, and real interactions between crew members and local communities. From small gestures to significant bonds formed over the years, these real experiences provided a foundation for the story, which followed the theme of #fuelledbylove. The ad tells the tale of Helena Flynn, a young British Airways flight attendant on her first journey to India, and her chance encounter with an elderly Indian woman travelling to Hyderabad. Initially anxious about her unfamiliar destination, Helena meets the elderly woman who, though missing her son in London, finds comfort in Helena’s company. This connection develops during the flight, culminating in a touching invitation for Helena to visit the woman’s home.

In a memorable and moving sequence, Helena spends a day immersed in the elderly woman’s family life, experiencing firsthand India’s culture of hospitality. The day ends with a heartfelt goodbye as the grandmother hands Helena home-cooked food and an embroidered handkerchief, a traditional gesture of care that deeply touches her. This genuine interaction leaves Helena enchanted by the warmth and kindness she encounters. The ad closes with the line, “Loving India back since 1924,” encapsulating British Airways’ enduring connection with India and underscoring the ad’s message: that BA’s relationship with India is one of mutual affection.

The “Fuelled by Love” ad campaign launched across social media platforms, resonating globally and generating an overwhelming response. With close to 4 million views and coverage in publications like The Wall Street Journal, Conde Nast Traveler, and the BBC, the ad achieved 128 media placements without paid promotion, generating an estimated PR value of $4 million. Declared the best ad of the day by AdWeek, it trended on Facebook for over 56 hours and became BA’s most successful campaign worldwide. The campaign even earned the National Film Award in India, highlighting the ad’s universal appeal and cultural significance.

To further amplify the campaign’s message, British Airways ran a three-day promotion for flights from India to London, engaging audiences with the #FuelledByLove hashtag. The airline’s social media channels shared authentic stories of BA crew members’ experiences in India, allowing followers to see India through the eyes of the crew and further deepening BA’s connection with Indian audiences. This approach differed from conventional airline ads by shifting the narrative to the crew’s perspective instead of the passengers’. By doing so, BA could explore and express aspects of India that are meaningful to its team, highlighting the compassion and respect that the crew members themselves feel toward the country.

From a creative standpoint, Fuelled by Love effectively presented an Indian perspective to Western audiences, addressing common concerns and showcasing the strong values that define Indian hospitality. Through Helena’s journey, BA not only highlights the safety and respect women travellers receive; but it also sheds light on India’s unique family bonds and how deeply embedded hospitality is in Indian culture. The ad’s emotional storytelling and attention to detail brought to life BA’s longstanding relationship with India, aligning with the Indian concept of “Athithi Devo Bhava,” or “the guest is God.”

The team was led by Pops Sridhar and had Surjo Dutt who scripted it along with Romit Nair and Sanjeev Balakrishnan

The talents behind the ad’s production, particularly creative director Surjo Dutt of SapientNitro, who collaborated with Neeraj Ghaywan (the director) after a recommendation from his former colleague, Swati Bhattacharya, are responsible for its success. Ghaywan’s nuanced storytelling, previously lauded in his film Masaan, brought honesty and emotional depth to the project, making him an ideal choice for this BA campaign. His portrayal of the characters in Fuelled by Love captured the raw emotions and cultural authenticity resonating with Indian and global viewers. Casting played a pivotal role in bringing the story to life. While British Airways initially wanted to cast a real flight attendant, Ghaywan and his team opted for performers who could embody the story’s heart. They selected Leanne Michaels, who fits Helena’s character perfectly, and Mumbai-based Uma Tembulkar as the grandmother, whose portrayal exuded the warmth and love essential to the film’s success.

The campaign managed to avoid a stereotypical, commercialized portrayal of India by presenting an “Incredible India” story with sensitivity and realism. The “Fuelled by Love” commercial is an exceptional example of how a brand can resonate emotionally with its audience by embracing cultural authenticity and genuine storytelling. Through this campaign, British Airways successfully communicated its brand message of respect, care, and commitment to India, moving audiences around the world and reinforcing its place as more than just an airline—it is a brand that values its connections with people and places.

Reference

https://bestmediainfo.com/2016/02/commentary-pops-pulls-off-a-fabulous-storyline-for-british-airways

https://economictimes.indiatimes.com/the-masaan-man-turned-ad-man-how-neeraj-ghaywan-found-his-calling/articleshow/51208028.cms?from=mdr

https://medium.com/ad-discovery-and-creativity-lab/british-airways-fuelled-by-love-campaign-8fa4d646e46c