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AMO Communication creates a teaser-reveal strategy for Rajasthan Tourism

23-January-2010
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AMO Communication creates a teaser-reveal strategy for Rajasthan Tourism

Rajasthan Tourism has embarked on a communication initiative, where instead of using the 30-second TVC route, the tourism player has gone for a 60-second trailer, which is designed to be a “prelude to a blockbuster called Rajasthan”. The creative agency behind the initiative is AMO Communications, a Percept Hakuhodo Company.

The 60-second film is a montage with shots of Rajasthan attempting to capture its heritage, culture, safaris, sand dunes, forests and wildlife.

The film opens with a voiceover narrating a story about a land that was created out of an arrow fired from God’s bow. The narrator speaks on how the splendour and magnificence of the land lured the brave and the beautiful. Continuing with its storytelling format, the film then sees a woman from a faraway country, filled with dreams and visions of a previous birth and with questions like was she really a princess, will she reclaim her kingdom and so on. The TVC ends with the sign-off - ‘For the complete story, come to Rajasthan’

In a prepared statement, Elvis Dias, Managing Director, AMO Communications, said, “This is the first time a teaser-reveal strategy has been used for any brand in the tourism category in India, where the main TVC completes the story in the viewer’s mind. Every once in a while, comes along an idea that shatters convention, and instils the faith back in each of us, that creativity is alive and kicking in the advertising business. The messaging through this 60-seconder film has been kept very simple. We are very excited about this campaign.”

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