Campaign India Team
Mar 21, 2013

Kuoni urges Indians to keep the holiday spirit alive

Watch the ad film created by TBWA\India

Kuoni India has launched a television commercial to promote its holiday business. The TVC has been created by TBWA\India and communicates the brand promise ‘We are for holidays'.

The film starts with a young boy running happily  reaching home from school. He unwinds and goes through travel scrap books with images of countries such as Italy and France. At night, he sleeps hugging his book. The next morning, he wakes up excitedly, picks up a paper plane, holding onto it even while he brushes his teeth. All this while, the singer in the background sings, “Today I fly, I fly…” Post his shower, he is shown packing his travel suitcase. With the same  excitement, he enters an office and goes past people working on their desks with his plane, before running into a man in a suit. The man tells him, “The meeting might happen, do you have to go on your holiday?” The young boy stares at him pensively, and then bends down to pick up the airplane. It is then revealed that the young boy is actually a man. He has been portrayed as a child due to the child-like excitement in him about his forthcoming holiday. He replies, “Yes Sir. I have to.” The TVC ends with the super “Don’t let your holiday spirit die". The voice over says, “106 years of creating great holidays around the world. We are Kuoni. We are for holidays.”

On the idea behind the new TVC, Vishal Suri, deputy chief operating officer - tour operating, Kuoni India, said, “We have created great holiday experiences for travellers around the world and through this communication we seek to reiterate our position that “We are for holidays” giving shape to the dream holidays of millions of Indians. The creative showcases the child-like enthusiasm and the excitement of planning and eventually taking a holiday and is urging the consumers to never let their holiday spirit die. This campaign endeavours to motivate every Indian to make holidays a priority and to lower the guilt associated with taking holidays.”

Shiv Sethuraman, group chief executive officer, TBWA India, said, “Asians in general and Indians in particular are a hardworking people. While this is largely a good thing it does mean that we are ridden with guilt when it comes to taking a holiday. ‘Paper Plane’ is a charming and moving story about the child in all of us. The child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world."

He added, "This TVC is part of a larger and longer term ambition for Kuoni. That ambition involves urging more and more Indians to take holidays and paradoxically, in a country like ours that is going to need much exhortation".                                          

Credits:

Client: Kuoni India
Creative Agency: TBWA\ Mumbai
National creative director: Rahul Sengupta
Executive creative director: Rahul Ghosh , Siddharth Deo
Senior creative director(s): Rishi Chanana, Souvik Datta
Agency producer:  Hriday Dowerah
Managing director: Nirmalya Sen
Executive vice president: Aejaz Khan
Account team: Manish Tilwani, Priyank Pant, Sheetal Mehta, Amrita Chatterji
Planning: Aditya Nagavekar
Production house: Chrome Pictures Private Limited
Director: Hemant Bhandari
Producer: Puneet Bhatia
Cinematographer: Tapan Basu
Art director: Prasun and Gauri
Chief AD: Vijay Veermal
2nd AD: Vivek & Anand
Costume: Urmi daga and Hemal Ved
Casting: Vijay Veermal
Production manager: Tufail Ahmed
Project co-ordinator:  Napolean Daniel Amanna
Offline editor: Dev Rao Jadhav
Online editor: Sunil Pathak
Colorist: Prashant Sharma
Sound engineer :Arun Cresto
Music: Micu Patel
Music programmer: Ketan Sodha
Post producer: Mithun R Shaw
Asst. Post Supervisor: Nihal Vaidya
Post Production: Pixion
Accountant: Yogesh Limbachiya
Senior accountant: Kalpesh Darji

Source:
Campaign India

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