The out-of-home and print campaign is running in Guragon, New Delhi, Mumbai, and Banglalore. It is part of a wider, global brand campaign that launched in September this year, leveraging on the historical British Airways motto: "To fly. To Serve." This has long been seen on British Airways' aircraft and on the uniforms of pilots, cabin crew and ground staff.
Manisha Kohli was named Miss India in 1987. She has since joined British Airways as part of its cabin crew and currently works on flights between India centres and the airline's London hub.
Peter Callaghan, creative director of BBH Asia-Pacific, says she offered local audiences in India a perfect embodiment of the British Airways motto. “We are probably not the first to use a beautiful woman in an advert, but Manisha is so much more," he said. "Sure, she is beautiful, but she is actually part of the British Airways team, and so passionate about what she does."
