Top Story

e4m_logo.png

Home >> Advertising >> Article

New Rajasthan Tourism Ad by Oglivy & Mather disrupts the stereotype

28-January-2016
Font Size   16
Share
New Rajasthan Tourism Ad by Oglivy & Mather disrupts the stereotype

The state of Rajasthan is synonymous with scenic imagery of sand dunes, majestic palaces, traditional folk music and dance. But, the latest Rajasthan Tourism ad campaign attempts to showcase the state in a different light. It highlights the message that ‘Rajasthan looks different through the eyes of different travellers’. The Rajasthan government has allotted Rs 100 crore for the new ad campaign in order to boost tourism in the state.

The 360 degree campaign consists of six-films and has been conceptualised by Ogilvy & Mather. The animated video titled ‘Animating Sand Sculptures’, which reveals the new logo for Rajasthan Tourism, has been executed by Eeksaurus.

Commenting on the campaign, Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather said, “Rajasthan Tourism is the campaign I have been waiting for a decade.  It is my home state and I think I owe it an impactful and effective campaign.  I am looking forward to the exciting times ahead.”

Click here to view the campaign:

Creative strategy:

Speaking about the new campaign, Azazul Haque and Mahesh Gharat, Group Creative Directors, Ogilvy & Mather added, “Working with Piyush on any campaign is special. But working with him on the Rajasthan Tourism campaign was altogether a different experience. We had a big challenge in front of us. Changing perception isn't an easy task. After several brain storming rounds, we stumbled upon a very simple idea---Rajasthan looks different through the eyes of different travellers. Through the eyes of Arya, it becomes Aryasthan. Through the eyes of Meera, it becomes Meerasthan. The campaign has shaped up well and we are thrilled to be part of the team that is bringing about this perception change.”

Commenting on the animated video, Suresh Eriyat, Founder and Creative Director – Eeksaurus says, “This project has been very exciting to work on, as it gave us the freedom to explore our creative potential to the fullest. The state of Rajasthan creates an immediate recall for what it is built on i.e. sand, and therefore, we decided to capitalize on this factor. Sand animation calls for a great amount of attention to detail, every movement and change in surroundings has been looked upon meticulously. By keeping the design thought process central to the visuals, we were able to effectively cater to the captivating storyline that comes across in the film.”

Expert view:

Saurabh Dasgupta, Executive Creative Director, Innocean Worldwide says, “It is a fantastic campaign. The agency has worked on a beautiful insight that when you go to a new place, you interpret and see things depending upon how you want to see it. The execution of this campaign is by far the best compared to other such campaigns. There are stereotypes no doubt, like sand dunes, people wearing traditional clothes and big moustaches in the film, but everything has a very fresh and unique approach.”

Tags

Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.