Ogilvy & Mather has bagged the creative mandate of Rajasthan Tourism. The agency's Mumbai office will handle the business.
A 360-degree campaign that includes six films has gone on air.
The campaign shows how Rajasthan has something for everyone.
A couple of young women tourists atop an old fort form the subjects of one of the films (top). As the camera pans out, it is revealed that they are all by themselves surrounded by a vast stretch of uninhabited land and hills. The tourists are spellbound by the sight. Underlining that the State is what one makes of it, a voice over introduces one of the tourists as Huan, saying this is how she saw Rajasthan. A super ending the film reads 'Huansthan' before introducing 'Rajasthan'.
The other films follow a similar theme. Themes that play out include a young child viewing the scenic land while rising on a hot air balloon, a couple on dirt bikes being treated to a spectacular view from atop a mountain by a young native, and a couple of men on an extended bike offering four stranded tourists a ride.
In a statement, Azazul Haque and Mahesh Gharat, group creative directors, said, "Working with Piyush on any campaign is special. But working with him on Rajasthan Tourism was altogether a very different experience. We had a big challenge in front of us. Changing perception isn't an easy task. After several brain storming rounds, we stumbled upon a very simple idea. Rajasthan looks different through the eyes of different travelers. Through the eyes of Arya, it becomes Aryasthan. Through the eyes of Meera, it becomes Meerasthan. The campaign has shaped up well and we are thrilled to be on the team that is bringing about this perception change."
Vivek Verma, senior vice president, Ogilvy & Mather, Mumbai, added,"Rajasthan has beauty and to showcase it in a different light we decided to explore every nook and corner of the state. After much ado we found the unusual-ness of Rajasthan and realised beauty lies in the eyes of the beholder. It is not about what Rajasthan has to offer but how you perceive it. I would say, come to Rajasthan, “Jaane Kya Dikh Jaaye!”
Brand: Rajasthan Tourism
Agency: Ogilvy & Mather
Executive chairman and creative director, South Asia: Piyush Pandey
Group creative directors: Mahesh Gharat and Azazul Haque