Brain over beauty: Kerala tourism's new ad far from earlier picture-perfect ads

A three minute ‘window’ shows the unique cultural world of Kerala

e4m by exchange4media Staff
Updated: Mar 28, 2017 8:35 AM
Brain over beauty: Kerala tourism's new ad far from earlier picture-perfect ads

Viewers of Kerala tourism's recent film (released as part of the Live Inspired campaign in the context of Kochi Muziris Biennale) will be surprised to see that it is completely unlike a typical tourism film. Perhaps, the lack of lush landscapes and the fact that the film is conceived as  a real time view of life as seen from a window would have prompted the remarks. Yet on a deeper level, the setting itself - a reading room that juxtaposes Mahatma Gandhi, Che Guevara and Rabindranath Tagore - becomes a typical metaphor for what is seen as the unique cultural mindscape of Kerala.

Dr. Venu V, Principal Secretary, Kerala Tourism, says, “The film is drawn from experiences of travellers to Kerala who were inspired by the capacity of this place to joyfully integrate multiple religious, cultural and ideological strains - which again, is at the heart of  the Kochi Muziris Biennale. In a world that is being segregated into separate rooms and exclusive spaces, this film is a tribute to Kerala that celebrates the idea of living with our differences and diversities."

In a deceptively simple manner, the film juxtaposes several of these ideologies and religions that overlap and seep into each other to reveal a multi-hued tapestry of singular beauty.  Live sound and subtle music add to the realness of the film.

The film is conceived and scripted by Stark Communications and directed by cinematographer Sameer Thahir. It is part of the Live Inspired campaign that is currently being aired both nationally and internationally.

Shelton Pinheiro, Executive Creative Director, Stark, says, "To portray an idea as authentic as this, we felt we needed to veer away from the slickness and compactness of a commercial and enter into the space of a short feature or a documentary - all the while keeping the film within a duration that is ‘watchable’ at one go. In short, the idea and the treatment of this film remained stubbornly inseparable from each other."

The Team:

Cinematographer/Director : Sameer Thahir
Script/Creative Directors : Shelton PinheiroAjith Gopinath
Music : Sushin Shyam Tdt
Editing : Nishad Yousuf
Sound Design : S Radhakrishnan
Crew : Khalid Rahman, Sanu Thahir, Jimshi Khalid 
Account Managers : Anu PraveenManoj Indira Sukumaran

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