British Airways attracts the millennials with ‘Discover the London You Don’t Know’

Discover the London You Don’t Know

British Airways released its latest brand campaign ‘Discover the London You Don’t Know.’ In the form of a short film, the campaign showcases a versatile London, which, while being immersed in legacy, provides young millennials with its contemporary delights.

Robert Williams, British Airways’ Head of Sales – Asia Pacific and the Middle East, said: “From culture seekers and sporting fans to shopaholics and foodies, everyone on a holiday is spoilt for choice across London’s unique multicultural offerings. Through this campaign, we would like to encourage our customers to fly to London and make their own London story.”

Seen through the eyes of a young man from Chennai who discovers his grandfather’s journal, the viewers are taken on a journey in which he relives his grandfather’s time in London, eventually discovering a city he did not know. Blending nostalgia with youthful exuberance, the protagonist savours London from new perspectives.

The three-minute video has been directed by critically acclaimed filmmaker, Amit Masurkar who is known for directing Sulemani Keeda and upcoming movie, Newton and conceptualised by OgilvyOne Worldwide New Delhi.

Abhishek Gupta, Senior Creative Director, OgilvyOne WW New Delhi: 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. And choosing to fly British Airways is the best culmination to any story about London. 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.

To see a detailed review of the campaign on our website, let us know on