Rangoli by BBH ushers in British Airways inaugural route

A new campaign by Bartle Bogle Hegarty (BBH) Asia Pacific uses rangoli (making designs with coloured powder) to celebrate the inaugural British Airways route from Hyderabad to North America.

The campaign launches the latest flight route from Hyderabad to 22 destinations in North America via London, and will use press and outdoor media.

The campaign uses colourful rangoli patterns in the shape of the United States. The detail in the art work includes a peacock which is the national bird of India as well as various circular and symmetrical patterns and designs that are specific to Hyderabad. The artwork was commissioned to renowned rangoli artist Vijaya Mohan who has won a Guinness World Record for the largest rangoli ever created.

The UK-based advertising agency Bartle Bogle Hegarty (BBH) will open BBH Mumbai, India on November 17. The agency has offices in North America, Latin America and Asia.

"As this campaign is about the celebration of new Indian routes for British Airways, we thought commissioning a rangoli would capture the right spirit in India," says David Webster, account director, BBH Asia Pacific.

Daniel Lloyd, marketing and communications manager, British Airways says, "The objective of the campaign is to increase British Airways' brand presence in Hyderabad prior to the route launch on 7 December 2008. We are excited that BBH's creative idea will enable us to do this in a unique and relevant way."