Maharashtra Tourism Development Corporation (MTDC), the primary agency of the state for promotion and development of tourism has embarked on its first commercial after putting in place its creative agencies. The new commercial has been conceptualised by Ryan Menezes of Mudra, directed by Bradroy Baretto and produced by Brown Skins. Ajay Salvi and Manish Kosambia have captured the scenic locales on film for the commercial.
The theme of the commercial is ‘Slow down over the weekend’ and it intends to address the need of a getaway for the urban executive, who leads a hectic life over the week and can look forward to a rejuvenating short break at the picturesque destinations in Maharashtra.
Elaborating on the creative theme, Biju Dominic, Vice-President, Mudra Communications, said, “The commercial is based on the everyday life of a contemporary urban individual, where ‘modern living has become ever more stressful and the need to take a break manifests itself in greater ways’. While the plot of Maharashtra Unlimited was always there, we have tried to bring in the emotional connect with the audiences. Also, we tried to show the unique concept of weekend holidays as far as Maharashtra is concerned.”
The film stresses on the fact that it is often time rather than money that is the limiting factor. This is reflected in the altering trend that the travel and tourism industry is witnessing with an increasing number of tourists opting for shorter breaks during the course of the year rather than take a stretched annual holiday.
The film showcases the beautiful and unspoiled beaches of Maharashtra, the tranquil hill stations in the winding mountain ranges, the naval forts, pristine wildlife sanctuaries, adventure sports, trekking routes, hill stations. All these have been summed up in the Maharashtra Unlimited positioning.
Said Prithviraj Patil, General Manager, MTDC, “This elevating campaign is just the tip of the iceberg and MTDC will go a long way to showcase the various facets of Maharashtra and make it the most favourable destination. This film will address the domestic audiences and should appeal to the urban mindset.”
This campaign is part of MTDC’s endeavour to revolutionise its public perception and increase the awareness of the state’s scenic destinations. A research revealed that one of the main factors that inhibited Maharashtra’s growth in the Indian tourism market was its neutral image. This, despite the fact that Maharashtra captivates first time visitors with some of the most attractive destinations it hosts.
The television ad will be extended to the print and outdoor mediums as well. The television commercial, which goes on air on February 16, will run for a period of one month and will be telecast on leading business and lifestyle channels.