Kerala Tourism’s #comeoutandplay is antithesis of routine work: ECD, Stark Communications

Shelton Pinheiro explains that the campaign was launched targeting tourist’s arrival in Kerala during the monsoon season

by Neethu Mohan
Published - Jul 2, 2018 8:56 AM Updated: Jul 2, 2018 8:56 AM

Kerala Tourism is promoting the lush greens of God's Own country with its newly launched campaign #comeoutandplay. The state's tourism board wishes to entice travellers to visit Kerala during the monsoon. 
“Over the years, domestic travellers have been seeing Kerala as an antidote to everyday, urban experiences - the commute, the cubicles, the gadgets, the routine tasks and the concrete cities - and as all of these were generally associated with work, the idea of Kerala as the antithesis of routine work came into the picture. This also led to the growth of families and couples travelling to Kerala; Lonely Planet recently acclaimed Kerala as India’s most family friendly destination. For families, besides the break from work and the encounter with nature, Kerala became a space to connect to each other - to do things together. The destination offered a host of simple everyday activities in nature that drew them together,” says Shelton Pinheiro, Executive Creative Director, Stark Communications Pvt. Ltd.

“The idea of ‘come out and play’ emerged as an invitation to India to come out of the routine ‘everydayness’ of urban spaces - and the isolation that gadgets induce - to connect with each other and nature. ‘Play’ as the commercial depicts can be any of the hundreds of simple activities like running along with a flock of ducks, climbing a log bridge or frolicking in a waterfall - anything that can help us break out of the routines in a refreshing way. Perhaps, in a world where we’re networking constantly but losing touch with each other, this is not just a marketing theme - it is a life theme as well,” says Pinheiro.

The commercials, drawn from typical traveler experiences and targeted at the domestic market, feature stories around a family and a couple - simple Kerala encounters with nature and people that break through the mediocrity and remind travellers about the beauty of nature and the joy that they can find together with their families and loved ones. “In the domestic market, Kerala already enjoys the perception as the perfect nature-centric family destination - the brand has clearly differentiated itself with a set of experiences in contrast with the artificial tourism experiences that regular destinations offer,” observes Pinheiro.

Beyond this, the current campaign expands this brand space around the idea of ‘Play’. "One: The idea of play as a natural break involving simple, unique activities and encounters in the nature. Something that will take kids, young people and families away from the preoccupation with gadgets and offer them a new exciting world. This concept of play is not about sports, or even about just going outdoors but about unique activities linked very much to Kerala - something that everyone, from little ones to elders can participate and experience," he says. 
Also, the idea of play as a remedy for sanitised, artificial relationships and lack of communication among families and couples. “This is something that our target audience are deeply concerned about. A reconnection with each other is something that urban families and couples are seeking at this point of time. And the Kerala brand experience is something that genuinely triggers this reconnection,” Pinheiro adds.

Owning these spaces and riding on these societal insights are very crucial for the brand to set itself apart in the domestic market and draw more and more travellers in the coming years.

Talking to exchange4media P Bala Kiran, Director of Kerala Tourism says, “Kerala state is offering the tourists a chance to rediscover nature, revive relationships, and relink with life by involving in various activities like trekking, ayurvedic massage, river rafting and many more. Kerala Tourism has also been inviting travel enthusiasts to participate in #COMEOUTANDPLAY challenge. The campaign was launched targeting tourist’s arrival during monsoon season.”
The campaign was launched across markets in India involving print, television, online and OOH. The concept and script credit goes to Stark Communications. Kerala Tourism has been utilising various promotional tools in all possible ways. The campaign has also been running in cinemas across target markets along with radio and digital campaigns.

Watch the campaign video here:

The team behind the campaign:

Director: Vivek Thomas
Script: Shelton Pinheiro , Seetha Jayan , Ajith Gopinat
Creative Directors: Shelton Pinheiro, Ajith Gopinat
Cinematographer: Jomon T John
Account Management: Manoj Indira Sukumaran, Anu Praveen, Sree Shanker
Producer: Ann Augustin
Editor: Anthony Gonsalves
Music Director: Deepak Alexander
Colourist: Vineesh
Production House: Miramar Films

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