British Airways is reaching out to expatriates with this beautifully filmed piece of online content, "The Welcome of Home." It tells the touching story, in documentary style, of a second-generation expatriate Indian, Chitra, and her journey from Canada back to see her family in India.

Like recent efforts from the likes of Airbnb and Google, it turns a personal story into a long-form ad with little overt branding. The film, sensitively done in a low-key style, was created by BBH London and directed by BAFTA-nominated documentary makers Wilkins and Maguire.