Lufthansa Passenger Airlines, a leading European Airline in India announced the launch of its first television commercial for the Indian market. India is the first and only Lufthansa market worldwide to have a local television commercial. Lufthansa is also the only international airline operating in India to launch a complete local television commercial for the Indian market.
Reflecting the Soul of Germany, with a Heart of India, the new commercial from Lufthansa banks on the importance of family orientation in India and captures an endearing relationship of a grandfather and grandson to tell the story in a simple yet enticing way.
The storyline set in Mumbai forms the landscape of the TVC and showcases the “Indian side” of the brand through a number of its product and service offering – Indian food, entertainment and Indian crew onboard. Unveiled under Lufthansa’s “Non Stop You” positioning, the new television commercial is delivered through the prism of Lufthansa’s “More Indian than you think” philosophy and aims to let the audiences discover the emotional and Indian side of the brand.
Wolfgang Will, Director South Asia, Lufthansa, said, “Our presence in India of the last 50 years has given us an unparallel understanding of the needs of our customers and we are convinced to be able to play an important role in connecting our global customers with India and India with Europe and North America. We always evaluate our best products and services and introduce in India the ones we feel will be appreciated by our customers. We are sure the new commercial will help our Indian customers see the brand’s “Indian” side and connect with the brand even more.”
Sangeeta Sharma, Manager, Marketing & Communications, Lufthansa, said, “The brand Lufthansa is very strong in the Indian market in the rational space and is known for punctuality, precision, quality and efficiency. The brand has made huge progress towards embracing Indian culture & needs and adopting it in the way it delivers its products and services in the market. The new Lufthansa commercial for the Indian market clearly wanted to communicate best of both worlds – The Soul of Germany and Heart of India. In the new TVC, there is a playful intersection of traditional notions and the final pleasant discovery which has moments of warmth and delight as it unfolds. We want our audiences to see the “emotional side” of the brand and realize that there is an ‘Indian You” in Nonstop You and communicate that Lufthansa is actually more Indian than they think. The new commercial brings alive a story that at the end has an element of discovering something new and pleasant, over a more traditional perception.”
The new TVC will be aired on various communication platforms including English news, movies, infotainment, biz news channels as well as Hindi movies, blockbuster movies and reality shows on mass channels. The new commercial will also be promoted on various digital spaces, cinema halls along with the print advertisement to give multi-media launch impact in cities including Delhi NCT, Mumbai, Bangalore, Chennai, Pune, Indore, Chandigarh, Ahmedabad, and Vadodara. The launch is also supported by online video, banners and a microsite.