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New MP Tourism ad passes with flying colours

29-March-2013
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New MP Tourism ad passes with flying colours

From the innumerable monuments to the exquisite Khajuraho’s sculptures, from the Sanchi Stupa to Ujjain’s Mahakal Aarti, Madhya Pradesh is truly the heart of ‘Incredible India’. To highlight the grandeur of the state, Ogilvy & Mather has created a new campaign for Madhya Pradesh (MP) Tourism that welcomes the audience the same way Indians welcome people during the festival of Holi – by throwing colours.

Colours in different beautiful hues envelope tourists and form the key tourist attractions of Madhya Pradesh. The agency believes that colours seemed to be the perfect choice to tell the MP story this time.

In 2006, Madhya Pradesh Tourism released an ad called ‘Bioscope’ that showed shots of the attractions of the state viewed through a bioscope. After three years, in 2009, another ad was released that used ‘eyes’ as the creative route to narrate the journey of the traveller in Madhya Pradesh. The first ad invited tourists to visit the place and the second ad narrated the experience of the traveller in the state. In 2010, Ogilvy India created a TVC that depicted the various tourist attractions of the state through ombromanie, which is the art of performing a story using images made by hand shadows with a background score of ‘MP ajab hai, sabse gajab hai'. The campaigns have always emphasised on the traditional and historic attractions within the state like the wild life, monuments or heritage.

The new TVC shows tourists welcomed by young locals with coloured powder and water.  In slow motion, as the colours reach the tourist, they take the shape of the key tourist destinations such as the Kanha tigers, Khajuraho sculptures, Mandu's Jahaz Mahal, Sanchi Stupa and Ujjain's Mahakal Aarti.

Abhijit Avasthi, National Creative Director, O&M said, “MP Tourism ads have enjoyed a tremendous popular appeal in the past. From its artistic execution to touching the pulse of millions of Indians, we had to come up with another stunning ad in the series of unique MP Tourism ads and that’s what we did.”

Mahesh Gharat, Group Creative Director, O&M said, “The moment we started brainstorming on this campaign, the idea to present the State of Madhya Pradesh through beautiful, vivid colours sort of leapt out at us. After the first sketches were done, we gave a shout to Varma (Director Prakash Varma) to check how feasible our vision was. Fortunately, he was as excited to execute this never seen before riot of colours as we were.”

The ad is directed by Prakash Varma and the music is created by Pankaj Awasthi. The lyrics are written by Pradyumna Chauhan.  According to Pradyumna Chauhan, Group Creative Director, O&M, this ad is a labour of love. “From conceptualisation to the final execution, every step of the way, one could tell a story or two. If I were to say it differently, this ad was easier imagined than done. But hats off to all our collaborators led by Varma, finally we did pull it off. A special mention for Pankaj Awasthi – he brought so much soul and feel to this ad with the music. Writing the song to the visuals was some task but it worked out great in the end,” Chauhan added.

The film will be supported by print and outdoor campaigns.

How helpful is the riot of colors?
Industry experts believe that the idea of portraying the tourist destinations through colours with a perfect blend of the earthy track will strike a chord with the audience.

Raghu Bhat, Founder Director, Scarecrow Communications said, “It’s a fantastic film from every angle. Most tourism films reveal too much information about the destination. But this one whets the appetite for Madhya Pradesh by withholding some information and creates a tantalising tease. The film pauses and flows, which makes it cinematically unique. The interplay of vibrant colour on one side and the dark shadows, in a single frame on the other side is genius at work. The track is brilliant. It throbs with drama and builds up a thrilling sense of anticipation. The operatic track evokes a sense of Veer Ras, is reminiscent of Gustav Holst's 'Mars- Bringer of War'. Overall, it's a piece of work that pushes the boundaries of craft.”

Naresh Gupta, Managing Partner, Bang in the Middle said, “The ad is a brilliant amalgamation of colours and what the state has to offer. The parallel track that runs between what the song says and what the visuals portray is brilliant. For the colour-devoid western world, this is a true celebration of colour, gaiety and festivity. There are little nuggets in there like the Mandu Fort being formed by gulal, which are really charming. As a topical ad that takes an Indian festival and connects it to state festival, it does a phenomenal job.”

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