If it is difficult to forget those eyes which talked about Madhya Pradesh as the most favoured tourist destination; then here is another eye-catching commercial, which describes the unique features of MP. This TVC is also part of the Incredible India initiative by the government.
For this TVC, Ogilvy has used artists from Bengal. Set against a white background, the commercial talks about the rich heritage of the state, including wildlife sanctuaries, historical sites like Mandu Palace and Sanchi Stupa and the marble rocks of Jabalpur. The TVC is supported by a rustic musical jingle, 'MP ajab hai, sabse gajab hai', sung by actor Raghuvir Yadav, a native of Madhya Pradesh.
He adds that this decision has paid off, as is evident from the previous two hugely popular and successful commercials. "It has pretty much defined the brand and the personality that we are. Plus, it doesn't just separate us very distinctively from the rest; it also continues to tell the story of Madhya Pradesh in a true earthy and folksy way, or perhaps now in a more Indian form."
Calling the film a challenging task, Pradyumna Chauhan, creative director, Ogilvy Mumbai, says, "Like in the past, our current television commercial stays true to the fact that we Indians love our song and dance. Therefore composing a song was an obvious choice, albeit much more challenging this time. Because unlike previous efforts where we showcased a multitude of our offerings, this time we focused on fewer destinations - but each one of them having amazing stories built around them."
The TVC will be supported by a 360-degree campaign, which will utilise radio, print and digital to intensify engagement with consumers.
A hard-hitting shadow?
Has the TVC, the third such attempt by the agency, been able to leave its imprint in the minds of the ad fraternity?
Calling the TVC, a "delightful little film", Satbir Singh, chief creative officer, Euro RSCG India says, "What a wonderful way to promote tourism nirvana, without leaning on full colour geographical imagery or flora and fauna stock shots."
For Naresh Gupta, national planning director, Cheil Worldwide, the TVC is a treat to watch. He adds, "The commercial definitely gets you talking. I think the commercial is more spectacular and watchable than MP as a state itself. In tourism communication, people have to get intrigued about the destination before they make their plans. This communication does it very well. It is a video catalogue, but brilliant at it."First Published : December 22, 2010