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| Lakme Fashion Week features in British Airways TV ad |
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British Airways launched its latest TV campaign in the UK this week with one of its nine 30-second adverts being filmed in India. The new campaigns concept 'Opportunity doesnt always live on your doorstep' seeks to encourage people to get out into the world and seize every opportunity, for business or pleasure. The 30-second advert is created by BAs retained advertising agency, BBH, and shot in a documentary style. It features Mumbais Lakme Fashion Week with a backdrop of the citys fabric and pulse. Judy Jarvis, British Airways Regional Commercial Manager - South Asia said: "Our decision to use Lakme Fashion Week as one of the themes for our latest TV advert reinforces our commitment to India. "We have a strong network to India and operate 45 services between India and the UK. After the economic downturn, we want to encourage people to remember that theres a big world out there that could bring amazing opportunities for both business and pleasure. There really has not been a better time to travel." The concept of opportunities is supported by independent research carried out by the Harvard Business Review on behalf of BA into the importance of doing business in person. It found that 95 per cent of respondents believe face-to-face meetings are key to success in building long-term relationships and that 87 per cent agree they are essential for 'sealing the deal'. Mick Mahoney, creative director at BBH, BAs retained advertising agency, said: "We are making nine TV commercials in 11 weeks that are designed to show the many opportunities happening around the world right now. And one of the ads focuses on India, infact the city of Mumbai, its pulse and its fashion. "The ad was filmed six weeks ago during the monsoon. The fast-paced production process that was used for the TV advert saw a change from shooting props and demanded quick thinking on the ground to deliver some remarkable and breathtaking footage." Lakme Fashion Week and designers Arjun Khanna and Little Shilpa worked very closely with British Airways and BBH to make the commercial as realistic as possible. Vikram Raizada said on behalf of Lakme Fashion Week: "It is a great feeling that when you think of India, you think of Mumbai. And when you think of the citys fashion, Lakme Fashion Week it is. "Since its inception, Lakme Fashion Week has worked towards integrating India into global fashion, hence it gives us great pleasure to partner with British Airways. Also, the way 'opportunities' as a concept has been married to the opportunities in the Indian fashion scene is remarkable. We hope to see a lot of British Airways fliers at Lakme Fashion Week this time! And trust me, they will go back thrilled and longing for more." - Agencies Related Articles:
Last update: 10-09-2009 21:31
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