Virgin Atlantic has become the first company in India to feature an LGBT couple in its advertising following the Supreme Court judgment on Section 377. The airline, known for bold ads, has been a long term champion of LGBT friendly tourism, and plays an active role in Pride events across the UK and US. The new Virgin Atlantic brand campaign – ‘Depart the everyday’ – brings to life an extraordinary experience that customers can have above the clouds. The campaign includes some ‘hyper-real’ fantastical imagery including a shot of a lesbian couple snuggling in their seat.
The campaign is rooted in the belief that Virgin Atlantic allows you to escape the everyday travel and airline category norm. It extends to the LGBT community in India who love to travel and can be they without fear of judgement or prejudice because of how they identify or who they love. At Virgin Atlantic, being thoughtful, caring and open-minded is at the heart of the airline, and they are committed to being an advocate for LGBT friendly tourism around the world. The cabin crew that feature in the Virgin Atlantic advert are real employees, and were handpicked to star in the commercial following an internal audition process. The new campaign will run across digital, mobile, social media and radio.
David Hodges, Country Manager at Virgin Atlantic, says “At Virgin Atlantic we aim to be brave, challenging and deliver the unexpected – cutting through the monotony and tired clichés of flying the ordinary. This campaign showcases who we are perfectly. I’m also extremely proud that we are the first business to feature a gay couple in our advertising since the historic judgement on Section 377. At Virgin Atlantic we believe in creating a more open, inclusive and tolerant world. Whatever your sexuality you’ll always be welcomed with a loving smile from the Virgin Atlantic team and treated to the best service in the skies.”
Ashok Row Kavi, The Humsafar Trust founder Chairperson, a petitioners before the Supreme Court on the verdict on Section 377 and one of the most prominent LGBT rights activists, in conversation with Virgin Atlantic dedicated a quote –
‘Be the rainbow over Virgin Atlantic
Never let it fade away for it upholds our diversity and determination.
Always be the rainbow traveler with Virgin Atlantic’