Lufthansa India - More Indian Than You Think

Lufthansa India - More Indian Than You Think

Following earlier initiatives by BA – such as its Visit Mom and Go Further To Get Closer commercials – Lufthansa has debuted its first TV commercial specifically made for the Indian market.

An extension of Lufthansa’s ‘Nonstop You’ campaign, the new spot aims to reflect the ‘Soul of Germany, with a heart of India’, as Lufthansa puts it. The film was released in cinemas over the weekend of 18 July and went on air on 21 July.

The More Indian Than You Think commercial (150,000 views on YouTube so far) opens with an old man informing his grandson that they’re visiting his father in New York, on a German airline. He goes on to tell the young boy about some German qualities, labeling them as a ‘bit different’, ‘always serious’ and calls their movies ‘grey’. He also casts aspersions about their food and wonders whether they would have heard of Bollywood.

These perceptions change as they board their flight. The duo are greeted a with a Namaste by the crew, the IFE features Bollywood content, and the surprised guests are served Indian food. Noticing that all of this is in contrast to what he had been told, the boy tells his grandfather that they’ve boarded an incorrect flight. The old man realises that things have changed and calms the boy down, followed by a voiceover that says, ‘More Indian than you think’.

Sangeeta Sharma, marketing and communications manager at Lufthansa India, said,

Our research has shown that our brand is extremely strong in India, but we needed to show that we understand customers and their Indian sensibilities.