Kerala Tourism launches campaign film 'Human by Nature'
The 3-minute film, unveiled by classical danseuse and actress Shobana, offers insights into the state’s people and the nature’s bounty in the land
Published - 22-February-2019
Kerala Tourism has held the global premier of a new brand campaign, Human by Nature, which encapsulates the state’s charm and offers refreshing insights into the land where people and nature are seamlessly fused.
The three-minute destination campaign film, part of a marketing blitzkrieg to refurbish Kerala’s touristy appeal beyond the Indian shores, not only showcases the state’s signature assets, but also celebrates local people as heroes.
The global brand campaign was launched last evening by Kerala Tourism Minister Kadakampally Surendran in the presence of Tourism Secretary Rani George and Tourism Director P Bala Kiran. The film was unveiled by classical danseuse and actress Shobana.
The film was premiered at a gathering of prominent stakeholders from travel and hospitality industry.
Describing the latest campaign as a powerful multi-media outreach, Surendran said it would act as a trigger to put Kerala Tourism on a higher pedestal in a competitive global marketplace.
“I am sure it will strike an emotive chord with travellers and position Kerala as an essential fixture on the international travel circuit. It will appeal to both high spenders and backpackers. Tourism is a major contributor to Kerala’s economy and a significant source of foreign exchange. The increase in footfalls can have transformative effect on the lives of our people,” he added.
The film was conceived and scripted by Stark Communications, the brand agency for Kerala Tourism for several years, and directed by Vivek Thomas, Director of Miramar Films. It was shot in locations like Kumarakom, Alappuzha, Arthungal, Chellanam, Fort Kochi, Munambam, Wayanad, Kannur and Thaliparambu.
Rani George said Kerala Tourism keeps reinventing itself with fascinating ideas. “The film is both sophisticated and emotive. It shows Kerala in a wider spectrum as vibrant and welcoming, underlined by a powerful human touch. This will further firm up Kerala’s position in the itinerary of international travellers as one of the most fancied global destinations,” she added.
P. Bala Kiran said the film is a unique attempt at the makeover of the state through a visual depiction of the way life in Kerala is lived. “It will give traction to the state government’s concerted efforts to rejuvenate its tourism sector by increasing its appeal among foreign tourists several notches up,” he said.
The 360-degree integrated campaign has also a strong print component, shot by New York-based Canadian photographer Joey L.
The campaign will run in Kerala Tourism’s key markets, like the US, the UK, Gulf countries, Germany, France, Italy, Sweden, Spain, the Netherlands, Switzerland and Belgium.
The premiere also witnessed a scintillating performance by Avial, the alternative Malayali rock band, besides a presentation of the state’s folk art forms Pulikali and Theyyam.
The film can be viewed on Kerala Tourism’s Facebook page.