Kerala Tourism has launched a video doing the rounds of social media promoting the theme #VisitKerala, presenting a compelling reason to do so with the story of young boy Miku.
The campaign has been conceptualised by Stark Communications.
Miku is a typical screenager whose screen use is used as an incentive by parents to feed him and the like. The urban, sedentary lifestyle means that Miku uses a phone, tablet or laptop every minute of the day. When at a doctor's clinic, he tries to zoom into a picture on a magazine using his fingers, his parents come alive to the reality.
A voice over says, 'It's time for a break; it's time for Kerala' as the film cuts to the stunning waters of Kerala. Miku and his parents are playing in the water alongside an elephant, newfound delight writ all over the boy's face.
The social promos end urging viewers to send parents like Miku's the message: #VisitKerala.