Madhya Pradesh Tourism’s unique take on its cultural and artistic identity through its ‘Dil Hua Bacche Sa Campaign’ since last year has found many takers. Right through the eyes that talk about the state’s rich offerings and miniature toys that express the vast diversity of the state, music and visuals have always been a strong point of the tourism ads.
MP Tourism along with Ogilvy & Mather have released their latest television commercial for Jal Mahotsav, India's first ever water festival.
Jal Mahotsav offers experiences on land, air and water. Travellers will get an opportunity to cruise in a hot air balloon, speed on jet skis, zip line over the island and a cruise through the back waters. Now in its third year, Jal Mahotsav is being held at Hanuwantiya in Khandwa district from October 15, 2017 to January 2, 2018.
Continuing the ‘Dil Hua Bacche Sa’ campaign, the TVC has brought the water elements alive to denote the festival. The stop motion film, which took about three months to complete, was shot with over 700 water colour paintings, where the key frames were painted by children and the style was carried forward by more than 30 professional artists. Using the Kessler Rig stop motion technique, the film was shot in a single take.
Azazul Haque and Mahesh Gharat, Chief Creative Officers at Ogilvy Bangalore, said that every Madhya Pradesh Tourism campaign is like competing with their own past campaign. “The challenge was to create a piece of communication that also looks like a piece of art, like every other MP Tourism campaign. Since the brief was to create excitement around Jal Mahotsava, we thought using water colour paintings created by children would be the best way to capture that fun and excitement. But then static water colour paintings were not enough to showcase the exuberance and energy of Jal Mahotsava. So, we decided to make the characters in the paintings move. Rajesh and Vidya, the directors of the film, played a significant role in helping us overcome this herculean task. Thousands of paintings were created and finally 700 plus paintings were used with ‘stop motion’ technique. Even the words in the song are childish and only the sound of water drops and Ghatam (a clay tumbler) are used to create the music,” they said.
Client: Madhya Pradesh Tourism
Chief Creative Officers (South): Azazul Haque and Mahesh Gharat
Executive Vice President, Ogilvy Mumbai: Ajay Menon
Creative team: Unnikrishnan R, Alisha Sharma
Account Management: Simoni Shah
Production House: Ransom Films
Director: Vidya Sharma and Rajesh Thomas
Producer: Sia Bhuyan
Music: Subhajit Mukherjee