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The brand's latest campaign attempts to change the low priority given to vacations.
Kuoni India's latest campaign takes one back to childhood memories of eagerly awaited holidays, and urges people to give their vacations equal importance.
The commercial is directed by Hemant Bhandari of Chrome Pictures. Besides television, the four-week campaign will cover print, mailers, outdoor and extensive digital media as well.
Vishal Suri, deputy chief operating officer, tour operating, Kuoni India says the intention was to reiterate Kuoni's positioning, 'We are for Holidays'. Being a leader in the holidays segment, the company's natural focus is to grow the segment by addressing holiday consumption barriers. "The campaign is based on the insight that Indian travellers plan their holidays with enthusiasm spending days and night thinking, dreaming and planning a holiday. However, the realities of everyday life like work, savings or responsibilities often make them reconsider their decision to embark on that much desired holiday. The campaign encourages them not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime," Suri explains.
Agreeing with him, Shiv Sethuraman, group CEO, TBWA India says that Asians in general, and Indians in particular, are hardworking people. However, that doesn't warrant people feeling guilty while taking a break. "Paper Plane is a charming and moving story about the child in all of us. The child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world," he says. He adds that the TVC is part of a larger and longer term ambition for Kuoni that urges Indians to take holidays.
According to Suri, the campaign targets people across age groups, who compromise on their vacation plans to fulfil obligations, be it for work or for the family. Apparently, the campaign is the first by TBWA for the brand in India. The agency won the brand's account in December, 2012.
Kuoni's last television campaign was for its brand SOTC in 2004.
Breaking insight?
Deepak Singh, executive creative director, Dentsu Communications, is all praises for the campaign. "The TVC is beautifully shot and very well executed. I loved the insight that there is excitement in anticipation. I also liked the way the film is shot and the music, which perfectly capture emotions and feelings. This concept of people turning into kids is not new (for instance, Sil Jam, McDonald's) but if executed nicely, it still makes you happy and touches your heart," voices Singh.