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

To boost travel and holiday bookings, Thomas Cook India has launched the ‘Grand India Holiday Sale’ (GIHS) campaign

e4m by exchange4media Staff
Updated: Oct 7, 2017 9:18 AM

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.

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