A multimedia campaign has been rolled out building on the Atithidevo bhava (Guest is god) message, under the Indian tourism ministry's Incredible India platform. The campaign comprises four films conceptualised by McCann Erickson and feature Incredible India ambassador Aamir Khan.
The theme is about enhancing the image of India abroad, through honesty, helpfulness and cleanliness.
One of the films (above) opens at a birthday party in Zurich, where local lad 'Gajendra' is turning three. A flashback to Goa reveals the story behind his Indian name. A woman in labour on a railway platform alongside her husband is helped by Gajendra, who runs to their aid, taking the couple to his car and driving them to a hospital. He climbs over the closed gates to get help. With the baby in her arms, the mother looks at Gajendra and says, “Gajendra, meet Gajendra.” The film cuts back to Zurich, where the Indian Gajendra's picture hangs in the garden of the celebrations.
Incredible India brand ambassador Aamir Khan comes into the picture with the older Gajendra. He applauds the protagonist for his work. And says, "We help guests here, and the echoes of that reverberate there (across the world). Come, let's elevate the nation's stature, with pride. The guest is god." (Desh ka sar, garv se ooncha karein. Atithidevo bhava.) All the films end on a similar note.
The other films follow similar themes to make the point.
One of them tells the story of honest guide Mohan, who is remembered by a British family even after they return home. Mohan had found and returned their lost valuables on the eve of their flight, and refused monetary compensation for the honest act. This earns him respect and a place in their memory, with their little boy singing his pahadi (mountain) song back home in Manchester.
This film features a businessman from Hong Kong inspired by an Indian merchant. The foreigner visits Munna's stall in India while on holiday, to find the Indian advertising 'Everything for 35 each'. Munna earnestly tells him that he wants only Rs 35 for a piece of merchandise, when the tourist asks him if it is $ 35. Munna's honesty sticks with him. Back in Hong Kong, the tourist, who is selling shirts, woos customers with a 'Munna's Price' promise.
Another of the films features cleanliness as the theme. Brijraj's Bhature provides solace for a hungry kid and her mother from Canada on tour in Delhi. The lady's concerns of cleanliness are swept aside by the hygeinic outlet. She is impressed and comfortable enough to take back the bhatura recipe and try it at home.
Client: Incredible India, Ministry of Tourism, Government of India
Creative agency: McCann Erickson
Production house: Chrome Pictures
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