Rangoli for British Airways route

Regional - British Airways has launched a BBH Singapore-created ad campaign for its latest flight route from Hyderabad to 22 destinations in North America via London.

The campaign draws upon a traditional Indian art form called rangoli (patterns made out of coloured rice powder) to form the shape of the US. The piece of artwork, done by renowned rangoli artist Vijaya Mohan, aims to illustrate the destination in a way that is both striking and relevant to the local audience.

The campaign will run in India and involves print and outdoor executions across platforms such as local newspapers, magazines and billboards amongst others.

"The objective of the campaign is to increase British Airways' brand presence in Hyderabad prior to the route launch on 7 December. We are excited that BBH's creative idea will enable us to do this in a unique and relevant way," Daniel Lloyd, marketing and communications manager, British Airways, said.