When you think of Scotland, you imagine yourself in a Scottish setting with the scouts in kilts and untamed moorlands and mountains. This picture has been captured into a film by Contract for Mason & Summers, a travel company that has launched luxury tours to Scotland, and a player in the liquor industry in India with its two brands Grum Drummond eight-year-old Single Malt and Royal Crown Rare Deluxe whisky.
Mason & Summers is positioning itself in India as high-end aspirational brand with a strong connect to Scotland. "We want to position ourselves as a premium, corporate brand that stands for 'the soul of Scotland'," said company official. The target group is SEC A+, -B, falling in the age group of 25-45 with a progressive, young at heart psychographics.
Asked on the client's brief, the official said, "When people think of holidaying in Scotland, they should immediately think of Mason & Summers Leisure because the company provides the most authentic Scottish touch."
Contract's Bangalore creative head Ashok Sarath, said, "We thought to ourselves - How do you get people to look at Scotland? How do you capture all traditional images of lakes, hills, Bagpipes, kilts etc? And how do you do it in 10 or 20 seconds? This thought led to the final film."
The film has been shot at a foreign location, which captures the ambience of Scotland. Asked if they are planning to run more series based on this theme, he said, "yes we would go ahead with thematic campaigns if the consumer response is good."
The media plan is such that all the genres relevant to the target audience: news, business news, English movies, music, action, adventure and sports will be looked at, the company official said, adding, "Out of Home is also planned out and we will be strategically locating backlit signages, which would be like virtual hoarding."