Concept Communication has bagged the creative and media mandates for Puducherry Tourism, for 2014-‘15. The account was won following a multi-agency pitch process which concluded on 13 February, informed a Concept statement.
The agency’s mandate covers creative, media planning, buying, OOH and digital. The first leg of the campaign (print and OOH) was released on 19 February 2014.
View the creative here:
Prakash Pillai, branch head and creative director - South, Concept Communication, said, “The focus of the campaign is simple. To develop and sustain a unique positioning for Pondicherry as far removed from normal, regulation holiday destinations. The creative idea emerged from the need to position a holiday in Pondicherry as markedly different from any regular holiday. And we needed to reinforce the fact that a holiday is essentially taken to escape the regular hustle bustle of everyday life, and not go for a sojourn that leaves one as exhausted as when one started the holiday. Therefore the ‘Delete-Discover’ platform was established as a device to explain the difference between a holiday elsewhere and a real holiday in Pondicherry.”
Uma Shankar, senior art director, Concept Bengaluru, added, “When we met the client their brief to us was concise and simple - Be as real as Pondicherry - while capturing and depicting it visually. The ‘Delete-Discover’ platform was as real and simple as that. We kept the visuals in black and white simply to highlight the mood of Pondicherry and bring out the sunny yellow/orange colour palette of typical Pondicherry architecture.”
"Since there is a moratorium on advertising campaigns during election season, we will be releasing this initial campaign only for a month and then bring out the second campaign post elections," explained Rajan Nair, regional director, Concept Communication.