Ever thought of exploring unknown truths about India, digitally? Leading leisure hospitality company Sterling Holiday Resorts has launched a digital campaign that provides the opportunity to do just that. Designed to unveil one amazing story a day, the campaign is built around the nation's amazing diverse culture, geography, history and achievements, amongst other aspects.
The first story highlighted the fact that with 1.8 million words, the Mahabharat is 10 times the length of the world's other great epics, the Iliad and Odyssey, making it the world's longest epic. This story was followed on Day 2 with an update on the fact that India was the birthplace of the game of chess, which finds a mention in the world's oldest political treatise - Arthashastra.
The objective of this campaign is to drive awareness for the rich and diverse heritage of India and thus showcase the brand, Sterling Holidays, as one that celebrates it. With the holiday season coming up, the client had asked the agency to create a sense of pride in being Indians and showcase the country's achievements.
Commenting on the initiative, Ramesh Ramanathan, managing director, Sterling Holiday Resorts, states, "We believe that a vital aspect of delivering memorable holiday experiences is to share knowledge about India and the destinations we operate in. A nation like India has much to offer to travellers - from historical achievements and geographical wonders to diverse cultures. The India Unveiled campaign is a part of our effort to communicate fascinating aspects of India that will be of interest to travellers."
The campaign is promoted heavily using social media and the agency is also roping in influencers to get longevity. The campaign targets two sets of people - 15-25-year old people who can act as influencers and the 25+ age group that goes on holidays.
Shamsuddin Jasani, managing director, Isobar India, says, "The thought behind this campaign was to ensure that we use social media to create a meaningful impact for the brand in the minds of the consumer and not just look at a viral online promotion. India Unveiled is about publishing one short story a day on India's amazing diverse culture, geography, history and achievements."
Jasani expects this campaign to drive the brand equity of Sterling Holidays, and showcase the brand as one that celebrates the rich and diverse achievements of India.
Sterling Holiday Resorts was incorporated in 1986 and the company pioneered vacation ownership in India. Sterling Holidays has a total inventory of 1512 rooms spread across a network of 19 resorts in 16 scenic holiday destinations in India.
Isobar India is a full service digital agency and, now, has four offices in Mumbai, Delhi, Bengaluru and Chennai. It is part of Aegis Media, which includes Posterscope, Hyperspace, Brandscope, Carat Fresh Integrated, PSI, iProspect and Doosra.First Published : October 18, 2013