MAM
British Airways is launching brand campaign to back ?5bn investment
MUMBAI: British Airways is launching its biggest brand advertising campaign for a decade to coincide with a five-year programme of investment for the benefit of customers.
The campaign, on TV, in newspapers and online, showcases the airline‘s heritage and highlights the characteristics that make British Airways special: decades of flying know-how, thoughtful service and British style.
By placing new emphasis on its historic motto, To Fly. To Serve. , the airline is restating its resolve to put the customer at the heart of everything it does.
Beyond the brand advertising, the airline has committed to spend more than ?5 billion on customer products and services over the next five years.
The investment will see British Airways customers benefiting from new aircraft, new World Traveller and World Traveller Plus cabins, a revamped First class, significant improvements at Gatwick and better lounges around the airline‘s network.
Funds will also be allocated to improved catering and new technologies to make the travel experience more comfortable and convenient for customers on the ground and in the air.
British Airways‘ CEO Keith Williams said, “The motto To Fly. To Serve. is part of the DNA of British Airways. It is on our coat of arms, and it is worn in crew uniforms. And it has real meaning and resonance for today. It encapsulates our expertise for flying and our commitment to customer service. It describes our purpose. “
The 90-second ad has launched today on the airline‘s Facebook page: www.facebook.com/britishairways, following an online ‘teaser‘ campaign over the last few weeks.
This is the first time the airline has used social media to premiere an advert. Its television debut will take place on UK broadcaster Channel 4 during Grand Designs‘ first commercial break.
The TV ad will run alongside a print campaign, highlighting the experience, expertise and care for customers shown by teams across the airline every day.
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
