Case Studies

Lufthansa, one of the world’s largest airlines, wanted to deepen its connection with the Indian diaspora in the USA. As part of its ethnic coordination program, the objective was to design an annual campaign that would resonate emotionally with Indians abroad while reinforcing Lufthansa’s positioning as a culturally relevant, globally trusted airline.

For Indians living in the US, cultural anchors like chai, Bollywood, and Diwali carry nostalgia and identity. Having already explored Bollywood and Diwali in previous campaigns, Lufthansa needed a new cultural hook that would instantly connect with Indians, yet feel fresh and playful. The answer: Chai - a simple beverage that carries countless Indian memories and stories.

We designed the Lufthansa ChaiLounge, a digital-first engagement platform that blended nostalgia, fun, and interactivity:

• Cultural Hook: Used “chai” as the central theme, with variations like Masala, Darjeeling, Green, and Adrak to reflect India’s diversity.
• Digital Microsite: Built www.lufthansachailounge.com as the campaign hub, with an immersive chai lounge experience.
• Interactive Gamification: Introduced quizzes, trivia, and chai personality tests to keep engagement fresh and fun.
• Incentives & Rewards: Users stood a chance to win Lufthansa souvenirs, iPads, weekly Diwali prizes, and two return tickets from the US to India.
• Targeted Outreach: Ran Facebook proxy-targeted ads to specifically reach Indians in the US, driving registrations and participation.
• Immersive Tech: Developed the microsite using Adobe Flash with rich interactive features, gamified UI, and engaging multimedia.

• Massive Traction: The campaign generated over 20,000 clicks in just 25 days.
• High Participation: Attracted 60,000+ visitors and 7,000 registrations.
• Wide Reach: Participation recorded from all 50 states and over 4,500 cities across the US.
• Brand Engagement: Successfully connected with the target diaspora, creating strong cultural resonance and visibility.

The ChaiLounge campaign wasn’t just a cultural gimmick - it was a masterclass in localized brand engagement. By blending cultural nostalgia with digital innovation, OMLogic enabled Lufthansa to strengthen its bond with Indians abroad, proving that global brands win locally when they respect and celebrate cultural identity.