Grey Worldwide has bagged a Silver for the popular Incredible India campaign, commissioned by the Ministry of Tourism, at the Asia Travel and Tourism Creative Awards held at Singapore recently. The category was the best destination (country) campaign. The Incredible India campaign targets affluent travelers from the US, Europe, Asia Pacific and the Middle East.
Commenting on the win, Prathap Suthan, National Creative Director, Grey Worldwide, said, “It is a very proud moment for us. It was a creative challenge to craft this award-winning Incredible India campaign as we had to marry essentially old world values with the contemporary, which is required to attract the affluent traveler.”
He further said, “The two parallel realities were balanced by using traditional Indian graphics and aesthetics. This approach also gave the campaign a vivid visual texture, infused a disruptive newness into the offering and helped it stand out clearly in the competitive scenario. Besides, it also took the commitment and the bold vision of Amitabh Kant, Joint Secretary, Ministry of Tourism, to make this campaign a reality.”
The winning campaign used a combination of three disciplines, including advertising in the print and outdoor media, interactive marketing activity and direct mailing.
The media mix was a combination of mainstream and niche offerings to meet varying need states of the target audience. The offer basket also sought a balance between the expected and the novel. Ayurveda, yoga, festivals and fairs of India and wildlife were the key attractions highlighted in the campaign. The Incredible India ad has earlier also won the Travel and Leisure Highest Recall Worldwide Award.
Along with Prathap Suthan, the key team members involved in producing the campaign included Deepti Aurora Ahuja, Sai Raghavan, Prashant Choudhary and Archana Dhanda.
The Asian Travel and Tourism Creative Awards 2006 are organised by AdAsia, which is one of the leading magazines in the advertising and marketing field in Asia. The Awards are organised in conjunction with Travel and Living, one of the reputed magazines in the travel trade.