Ad Campaigns
New OgilvyOne film shows new London via British Airways
MUMBAI: After tugging at your heartstrings last year with ‘Fuelled by Love’, British Airways brings you its latest brand campaign ‘Discover the London You Don’t Know’. In the form of a digital film, the campaign showcases a versatile London, which, while being immersed in legacy, provides young millennials with its contemporary delights.
The digital-film will be promoted on British Airways’ social media channels including, Facebook, Twitter and YouTube and run alongside print, digital, outdoor and social media campaigns from 02 May until 20 May 2017.
British Airways has committed to putting the customer back into the heart of everything they do, and connect people and possibility in the moments that matter the most. The brief was to make British Airways seen as the catalyst of unforgettable experiences, adventures and making memories. The creative had to connect both rationally and emotionally with the India’s younger population. The germ of the idea came from the insight that today’s Indian travellers are more travellers, than tourists. They look for offbeat experiences through which they discover themselves better. Also, across generations, London has been a character in most people’s travel stories, never a destination and British Airways has been a trusted partner since 1924 in many such stories. Thus, the idea of following a young man’s journey to London to retrace his grandfather’s footsteps.
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 perspective.
OgilvyOne WW New Delhi senior creative director Abhishek Gupta says, “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.”
British Airways’ head of sales – Asia Pacific and the Middle East Robert Williams says, “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.”
Flying to London has become even more cost effective with the strength of the rupee against the pound. With these great value offers and so much happening in London, this is the best time to visit the city, Robert added.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
