The many facets of Kerala are revisited in a new TVC for the southern state. The ad has been created by Stark Communications.
In the TVC, we see a woman's journey through various experiences in the state: shirodhara (a form of Ayurvedic therapy), witnessing a Kathakali dancer rehearse without his customary make-up, travelling in a house boat, listening to Theyyam artists and so on. The ad ends with a frame with the super "Your moment is waiting".
"Extensive research across the last 10 years amongst travelers to Kerala (mostly from Europe, especially UK, France and Germany) has consistently revealed that “something” happens to them while they are in Kerala – something that alters their mindspace," said BR Swarup, creative director and managing director of Stark Communications. "'Your Moment is Waiting' is all about this trigger – this moment. The film takes you through this land, raw and refined, sensual and spiritual, flowing slowly, languorously, stirring memory with desire, the real with the surreal, leaving you quite certain that your moment is waiting out here, in Kerala, God's Own Country."
Speaking about the making of the fim itself, he said, "The whole planning and execution of the film took nine months. Three months for conceiving, scripting and detailing. Two months for the recce. Two weeks to shoot. Three months for post production. The film features locations in Kerala including Thekkady, Alappuzha, Munnar, Thalassery and Kannur."
The ad film was recently unveiled at the Saatchi Gallery in London. Kerala Tourism is also targeting iPad users with an ‘in-application’ advertising campaign.
Watch the TVC
Client: Kerala Tourism
Agency: Stark Communications
Production House: Nirvana Films
Concept, Script & Creative
Director: Swarup B R
Executive Producer: Sneha Iype Varma
Director: Prakash Varma
Cinematographer: K U Mohanan
Music Directors: Jamie Catto & Duncan Bridgeman (1 Giant Leap)
Vocalist: Baaba Maal
Online Editor: Annie Dautane
Offline Editor: Shyam Salgaukar
Model: Miriam Llorah
Client Representatives: Venu V, Secretary – Kerala Tourism, Sivasankar, Director – Kerala Tourism