Top Story

e4m_logo.png

Home >> Advertising >> Article

Thomas Cook’s quirky campaign urges you to take a holiday

07-October-2017
Font Size   16
Share
Thomas Cook’s quirky campaign urges you to take a holiday

Indian tourism sector is growing at 7-8 per cent annually but ironically our country is the fourth most vacation deprived nation in the world. To boost travel and holiday bookings, Thomas Cook India has launched the ‘Grand India Holiday Sale’ (GIHS) campaign again this year.

While GIHS offers unmatched deals on vacation packages, the films encourage us to take a break from our all-important work lives, and that the world (read workplace) will not collapse if we go on a holiday.

Created by Law & Kenneth Saatchi & Saatchi, the films are produced by Spotlight Films and directed by Amit Satyaveer Singh. The campaign will run primarily on digital, YouTube and Facebook, supported with print and outdoor.

Speaking about the campaign, Abraham Alapatt, President & Group Head – Marketing, Service Quality, Financial Services & Innovation, and Thomas Cook India, said, “The new films are a quirky take on vacation deprived Indians and showcase our Thomas Cook Grand India Holiday Sale as the first step in encouraging people to think holidays with a slew of great offers. The thinningdivide between work and personal lives is an unfortunate reality today, which is why it’s important to just take-off once in a while and the good news is that we’ve begun to see more people doing this nowadays.”

Debarjyo Nandi, Sr. Vice President - Law & Kenneth Saatchi & Saatchi, added, “Skipping or postponing holidays for work is a self-prophesised importance barometer. How many times have we thought or said something similar. Fact is we even believe it. We all see ourselves in these characters. That is what makes the films effective and entertaining.”

The films have struck an instant chord with the audience with around six million views in two weeks since launch.

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends