As the Indian economy grows, the number of Indians travelling abroad is growing at an exponential pace. This new traveller is not a cosmopolitan frequent flyer but a newly prosperous yet traditionally minded Indian who is looking to expand his horizons by travelling and experiencing new places and cultures.

However, British Airways isn’t benefitting from the increased numbers of this new Indian traveller. This is because the new Indian flyer perceives British Airways as cold and intimidating. This is a psychological hangover from 300 years of British Rule in India. The colonial past is stopping the new Indian from accepting British Airways as a brand that truly understands him.

Thus the focus was to re-position British Airways as a brand that truly understood and connected with the Indian consumer. This would help British airways shed the cultural and historical baggage that was slowing its growth in the Indian market.

The film is about a young, nervous BA crew on her maiden flight to India.

She notices an old Indian woman struggling to wear her socks. The young girl helps her and the old lady blesses her affectionately. The young girl is completely moved.

Later, she notices the old woman crying. The old lady says she’s missing her son back in London. The young girl comforts her and their bond grew stronger.

On landing, the old woman invites her for festival celebrations to her house. The young lady goes a little apprehensively but is given a warm welcome and traditional Indian hospitality. She thoroughly integrates with the family and their culture.

While parting the old lady and gives her a small gift which is a handkerchief she has embroidered herself.

In the end, we find the young girl back on a plane looking at the little handkerchief smiling and reminiscing.

Thus, the film while being a magnum opus managed to be anchored in a real core of love and mutual respect.

The short film titled #fuelledbylove was an emotional docu-drama inspired from a real life story of a young BA crew member and her relationship with an Indian grandmother that began on her maiden flight to India. A short real life story was turned into a powerful six-minute love story.

The mood of the film followed a graph of apprehension on the part of the young BA crew flying to India; turning into a chance collision with an Indian granny in the aircraft; turning into an instant bond between the two; turning into a beautiful love story with the grandmother, her family and all of India, for the young girl.