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New Rajasthan Tourism Ad by Oglivy & Mather disrupts the stereotype

28-January-2016
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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.”

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