Brand stands out by fitting in with local tradition

British Airways' Your Family in the Skies is an incredible effort by a storied global airline brand to bring a distinctively Indian flavour and build resonance with India's growing outbound traveller base.

- PRANAV KUMAR Managing Director, India Allison

Why the campaign rocks: It strikes an emotional chord by bringing a unique twist to a very Indian tradition of a whole family, or even a neighbourhood, going to drop off a relative to the airport on what probably is her first overseas trip. What is unique is the way the ad portrays the hustle a