Something for everyone in Brand India’s latest push
With the tag line ‘Find what you seek’, Incredible India’s new campaign plays the diversity card
Rejuvenating and healing the senses through yoga to seeking spiritual solace at the Golden Temple or beating the heat by drinking coconut water, this is the spirit of truly Incredible India! Showcasing the romance of Taj Mahal and the grandeur of royal forts in Rajasthan is not something new but unlike other tourism ads, the new ‘Incredible India’ ad shows a woman visitor spending the life of an average Indian. The ad shows India with its quirk and at the same time highlights the warmth of the people. The visitor is shown enjoying a boat race, struggling to find a place in the crowded bus and sneezing at the smell of heaps of red chillies.
Shifting the strategy to promote Indian destinations abroad and within, the tourism ministry has launched two new campaigns. The international campaign is called ‘Find what you seek’ and the domestic campaign is titled as ‘Go beyond’ launched at World Tourism Mart (WTM) in London. The ‘Go beyond’ campaign focusses on promoting lesser known destinations to Indians.
The new ‘Incredible India’ campaign is the brainchild of creative experts at Ogilvy & Mather. In fact the first campaign was also launched by O&M way back in 2003. The Ogilvy Delhi team won back the account after a multi-agency pitch in January 2012. It currently has the mandate to provide strategy and creative vision for a total of three years.
“With the new campaign, we have tried to take the Incredible India campaign to the next level with shifting focus from products to consumers,” said K Chiranjeevi, Union Minister for Tourism.
According to The Press Information Bureau release, the Minister said, “Tourists from the world over can find the destination or product of their desire in India – be it heritage sites, forts, beaches, backwaters, lakes, mountains, adventure, wildlife, culture, festivals, medical, wellness, MICE, religion or shopping. India offers something for everyone and that is why we proudly say that India is an incredible destination with a range of products as found nowhere else. It is truly in India, you will find what you are seeking.”
India’s position is 38th in the world in terms of World Tourist Arrivals and 17th in terms of World Tourism Receipts. Expressing concern over this fact, he said our endeavour is to increase India’s share to one per cent in World Tourist Arrivals by 2016.
The film is directed by Prakash Varma of Nirvana Films. The ad is shot all over India – right from J&K, Leh to Andaman & Nicobar Islands and Kerala. Nirvana Films has worked with Experience India Society, which commissioned the project on behalf of the Ministry.
Nirvana Films has done the earlier campaign as well and this film is a continuation from there. The production house wanted to portray that one trip is not enough to know about the country, so the traveller comes back to India to experience its diversities. The reason for choosing a woman is because of the increasing number of women travellers coming to the country.
Ajay Gahlaut, Executive Creative Director at Ogilvy & Mather said, “The campaign brief was to increase tourist traffic to India by large numbers. India is a vast country and you can’t peg it into one kind of place. The thought came from the proposition that whatever you are looking for is found in India including deserts, mountains, adventure sports, spirituality, art and religious places. Hence, the tagline says, ‘Find what you seek’. The ad also has a spiritual angle because lot of people come to India for religious purpose.”
“‘Go beyond’ is the domestic campaign which urges Indians to explore the country more,” he added.
Experts speak
The creative fraternity feels that the commercial is good but it could have been better.
“The commercial is like an AV for brand India; it captures the mood of India. Overall it has a nice feel and builds on the diversity of India. At the end, it leaves you with a happy feeling,” said Naresh Gupta, Managing Partner, Bang in the Middle.
He added, “There are many levels on which the commercial could have been much better. It doesn’t have the same magic as, say, the Madhya Pradesh Tourism ‘Eyes’ ad. It does not do justice to brand India, and rehashes every cliché about India. There is no new connection about the country, there is no attempt to drive new imagery of the country, and is a bit confused as to who is it aimed at. The international traveller may not even be able to make out the diversity that the commercial projects.”
Deepti Sakhuja, Vice President, Everest Brand Solutions said, “Incredible India meets us again through the kaleidoscopic lens. With scintillating music and eye catching montage, it will definitely entice the tourists to see the real India and feel its culture by actually participating in the Indian rituals and festivities.”
“The very idea of putting your ‘jhola’ or any earthly possession through the window of the bus to earmark and ensure your seat inside, takes one down the memory lane,” she further said.
The rich Indian culture is very well portrayed. However, in the montage, some sequences needed to be more explicit for foreign tourists,” concluded Sakhuja.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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