In the era of smartphones and social media, getting consumers’ attention through advertisements can be tricky. But add a social message or a fun aspect to a commercial, and suddenly people are all ears. In its latest campaign, Thomas Cook took the social route instead of going with picturesque locations and scrumptious food that are usually associated with travel ads.
The brand’s latest ‘Travel to Know’ ad film challenges the stereotypes that people from North Eastern states face in India as people from other parts know so little about them. The campaign, which has been conceptualised by Law & Kenneth Saatchi & Saatchi India, aims to ‘turn what you know around’ by questioning the need to label places and its communities.
Says Abraham Alapatt, President & Group Head, Marketing, Service Quality, Financial Services & Innovation, Thomas Cook India, “Thomas Cook India has always been at the forefront of bringing fresh and exciting new experiences to our customers. However, the North East of India is undiscovered by a majority. With this campaign, our intent is to question the myths about the region and generate a strong positive interest in it.”
Explaining the inspiration behind the campaign, Debarjyo Nandi, Senior Vice-President, Law & Kenneth Saatchi & Saatchi, says, “The campaign is making a simple point ‘travel to know more’. Know more about a place, its people and its culture, and turn what you know around, which is also core to the purpose of travelling. North-East is a case in point, which suffers from myths and misconceptions, and hence, remains undiscovered by many. We are targeting all those who are looking for newer experiences, with a focus on millennials.”
The campaign reminds of similar stereotypes that Indians face, especially in the West, where they often have to explain that there is more to India than ‘snake-charmers’. The ad film — which starts with an up side down image of the characters and slowly turns 180 degrees — is produced by Lightbox Films and directed by Rahul Nangia, joint national creative director at Law & Kenneth Saatchi & Saatchi. According to Nangia, “The characters in the film were facing the camera for the first time. The idea was to keep the film real and hard-hitting; and to use a simple visual device to turn perceptions around.”
The campaign will run on TV, radio and digital platforms, while the PR will focus on generating conversations around the subject.
BW Reporters
The author is special correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
