desicreative.com

Creative Director: B R Swarup
Art Director: Haridas B
Photographer: Prabuddha Dasgupta

Concept Note/Brief:Extensive research across the last decade amongst travelers to Kerala (more international than domestic) has consistently revealed that “something” happens to them while they are here – something that alters their mindspace.

The triggers for this "something" often include the relaxed “pace” of the destination, the,
'openness' and warmth of Kerala and its people, or even the distinctive 'rawness' of the land.

The crux of the matter is that everyone seems to remember this trigger. Many are acutely aware of this epiphany, this sudden intuitive leap of understanding, caused by a seemingly ordinary, but striking occurrence.

The campaign is all about this trigger – this moment. In a manner of speaking, the campaign tries to capture the mindspace, with every frame so rooted in reality, that it more than verges on the unreal.

sorry repeated one ad.

I dont know if these ads will get tourists into Kerala. I really dont think so. The real Kerala is so full of beauty and soul. This looks like an ad for a spa or a garments brand.

TRUE! It does look more like a spa ad... The use of elephants also sticks to the american stereotype of the "INDIAN RAJA". Dont you think there should be more emphasis on the difference in the type of life and wherever else vs Kerala, as that is what makes the experience special?

the essence of kerala is missing...its somewhat incomplete when v actually see kerala...the photography is cool enough..!!!!

Its shown as if india is all about some sort of black magic or something.... Kerala is way more beautiful than this!

ronit.s1989 wrote:Its shown as if india is all about some sort of black magic or something.... Kerala is way more beautiful than this!

i neeedd coconutsss

this is not how I envisioned Kerala. Truly it looks like a campaign for a Spa. But even then, for THAT purpose. its nice

the only question that every1 will ask after watching this ad is....where are the coconut treess more emphasis must be given to the beauty of trees, lakes and greenary..!!

Anyone got the stats on the success of this campaign? Did the number of consumers for kerala spa treatment rise?

from what I know, this campaign was meant for the returning travelers to Kerala.

The main campaign, which talks about Gods Own Country etc, gets the first time traveller. But lakhs of people RETURN to Kerala to rediscover other aspects they had missed on their first trip. This is targeted at that. Maybe someone should do a small research on this one.

okaayyyyyyyyy coool...goood info

Another one from Kerala Tourism

The government of India has taken drastic steps to improve the tourism in India. Visit online to know more about tourism.

Who do not like to roam and travel. But we need a guide who can give us some useful tips about travelling.And if this guide is available online like The Better India, we can travel on the go.