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Holding forth the promise of connectivity

Last Updated 14 September 2014, 15:55 IST

Flying back and forth India for the past 55 years, Lufthansa attaches huge importance to the Indian market. The Germany-based airline has launched many India-focused initiatives to woo its audience here. The importance the airline gives to India is seen in the television commercial it released in the country. India is the first and only Lufthansa market worldwide to have such an advertisement. Lufthansa believes in the emerging economic power of the country and will continue to invest in new products and services in order to further increase its presence and services in India. In an email interview with Shemin Joy of Deccan Herald, Wolfgang Will, Director (South Asia) and spokesperson of Lufthansa, elaborated on the airline's plans for India.

What are Lufthansa's plans for India?

Lufthansa considers India as one of the most important long haul markets. We have been operating in India for over 55 years now and our services have consistently grown. India is a priority market and will continue to invest in new products and services in order to further increase its presence and quality in India.
 Lufthansa already operates A330, A340 and B747 on its routes from Mumbai, Delhi, Chennai, Pune and Bangalore to Europe and strives to better its product offering for the Indian customers. Lufthansa has the best product deployed in India and already is the first airline to operate the world’s longest aircraft and the “Queen of Skies”, the new Boeing 747-8 to India.

This aircraft features Lufthansa’s latest on-board products and services including the new Business Class seat that can be turned into a full lie flat bed. India has been the first market in Asia to receive the new business class and to receive Lufthansa’s new Boeing 747-8 and that speaks volumes about India as a strategic market for Lufthansa. We recently completed 20 years in Chennai and introduced the new business class with flat-bed seats on our flight to Chennai as well. In fact, Lufthansa is the only airline group in India to offer flat-beds across all its airlines – Lufthansa, Swiss and Austrian airlines and that is yet another milestone offering for its customers in India. In terms of our plans, we will soon offer a new Premium Economy on our Lufthansa flights, which will be rolled out on our entire long-haul fleet.

You have come up with an India-centric advertisement, what was the thought behind the choice?
India is a strategic market for Lufthansa. Lufthansa has launched many India focused initiatives to woo its Indian audience. A key initiative on this front is the launch of the new India TV Commercial (TVC). India is the first and only Lufthansa market to have its own TVC. No other market has its own TVC and that speaks volumes about the strategic importance of the market.

Brand Lufthansa is very strong in the Indian market in the rational space – it stands for punctuality, quality, precision, efficiency etc. There is an emotional quotient but it needs to be expressed even more. With our new commercial, we want to communicate that Lufthansa as a brand is respectful of and sensitive to Indian sensibilities. Through the new TV commercial, Lufthansa wants to bring alive a story which would entail this interplay of surprising elements and deliver it in a localized manner to the Indian market - a story which would deliver on this element of discovering something new and pleasant over a more traditional perception.

Reflecting the ‘Soul of Germany, with a Heart of India’, the new commercial from Lufthansa relies on the importance of family orientation in India and captures an endearing relationship of a grandfather and grandson to tell the story in a simple yet enticing way. The storyline set in Mumbai forms the landscape of the TVC and highlights the “Indian side” of the brand through a number of its product and service offerings – customized services for Indian audiences, entertainment and Indian crew onboard. Unveiled under Lufthansa’s “Non Stop You” positioning, the new TV commercial is delivered through the prism of Lufthansa’s “More Indian than you think” philosophy and aims to let the audiences discover the emotional and Indian side of the brand.

Why is India so important for Lufthansa?
We know the demographics, we believe in the emerging economic power of the country, and we are convinced to be able to play an important role in connecting our global customers with India and India with Europe and North America. We will continue to invest in new products and services in order to further increase our presence and services in India.

Are you going to add more destinations to/from India?
Like I mentioned before, Lufthansa is the leading European Group airline in India and considers India as one of the most important long haul markets. Lufthansa’s main offer to Indian customers is unrivalled connectivity to the entire world. The Lufthansa Group alone operates 67 weekly flights and along with its partners and Star Alliance partners, has one of the largest growing networks to offer to its passengers including those from and to India.

By linking India to the world, Lufthansa supports the rapid globalization of India’s industry - brings in investors and tourists, and carries Indian exports to the far corners of the world. Lufthansa Group offers direct flights to Europe from five main Indian gateways. Lufthansa connects India’s main hub, IGI Airport in Delhi, with its leading hubs in Frankfurt and Munich and offers the largest network of more than 170 European destinations with seamless connections from India. Lufthansa offers excellent onward connections to its huge North American network with its Star Alliance partners. Lufthansa customers appreciate our “Quality made in Germany” approach giving them good value for their money.

Are more and more people taking Lufthansa from India? What is the increase in number of fliers carried by Lufthansa this year back and forth India compared to last?
Our services have consistently grown. We have shown strong commitment to India by broadening our service to bring innovative products and new experiences to our customers. Our Indian customers have enjoyed our luxurious offerings and latest state-of-art products such as the new Boeing 747-8, the new Business Class and Wi-Fi on board on our long haul fleet serving India. Our passengers have recognized our effort for an outstanding, customized service, by consistently making Lufthansa a leading European airline operating in India.

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(Published 14 September 2014, 15:55 IST)

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