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Grey, Media Mindscapes take Indian tourism to the global outdoors

16-February-2006
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Grey, Media Mindscapes take Indian tourism to the global outdoors

Indian Tourism has ventured abroad on outdoors, with the unveiling of the ‘Incredible India’ campaign in London, Paris and New York from December 2005. The Ministry of Tourism is said to be considering a leg of the outdoor campaign in India later this year, and the campaign might be extended to more locations abroad as well. While Grey Worldwide handles the creative and media duties, Bangalore-based Media Mindscapes handles the OOH duties.

The recent campaign marked the first-ever global outdoor advertising campaign executed by an Indian advertising outfit for an Indian brand, claimed Media Mindscapes.

The agency’s Joint Managing Partner, Ranadeb Paul, said, “We visited the locations to identify the media and to monitor the campaign. The campaign has been an eye-opener to the global outdoor majors, who now look to India not only as a potential market for investing on media properties, but also a very prospective field for potential clients with an undaunted desire to go global through outdoor advertising.”

The outdoor part of the campaign was conceived by Prateek Sen of Media Mindscapes and Satyajit Sen of Grey Worldwide, and has been handled from ‘concept to execution’ by Media Mindscapes. The outdoor campaign was also extended to Zurich and Davos during the World Economic Forum, for a period of more than seven days.

For the four-and-a-half-year old agency, this was the first assignment from the Ministry of Tourism. Media Mindscapes also handles TESCO, several brands from Arvind Mills, and was also involved in the launch of SBI Cards in 12 cities recently, among others.

“We have posted the brand at Times Square, New York – the Mecca for Global Outdoor – on four spectacular billboards, at Cromwell Road in London, and at Charles de Gaulle, Nieuli in Paris on gigantic hoardings and Display Wraps. We have made the brand move to different places through the display panels on the city buses in London. We have even presented ‘brand India’ live on a huge LED display panel at Montparnesse Square in Paris,” Paul informed.

The international campaign is expected to run till March 31 in London, New York and Paris, but might be extended further in Paris. The creatives of the present version of the ‘Incredible India’ campaign attempt to showcase India as an ideal destination for Yoga, Ayurveda and wildlife.

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