You know you should be seeing your parents more often. And if you don't think so, take a look at this disturbing app that will calculate how many times you'll see them until they die. Then, book a flight on British Airways. You'll be doubly moved to do so once you watch this beautiful, albeit slow web film from Ogilvy & Mather, New York that features Ratnesh, who moved from his hometown of Mumbai to New York when he was 17, and hasn't seen his mother since.
But when British Airways tells her they'll carry some of her beloved "okra parathas" to her son on one of their planes, she starts cooking. Only to find that the person they sent to pick up the treat is someone pretty special.
The film borrows some inspiration from Coke, which sent Filipino migrant workers home for the holidays in another weepy stunt a couple of years ago, and also manages to tug the heartstrings of anybody who has lived away from their families. It is, however, part of a campaign that seems squarely aimed at those of Indian origin living abroad, as the accompanying site shows. BA has "more flights from North America to India" than anyone else, it says, and even offers up the recipe for the parathas that inspired the story, along with the information that on BA flights, you can get your choice of vegetarian/Jain or Hindu food, and even enjoy Bollywood music in their in-flight system.