Government of Rajasthan has rolled out a campaign to promote The Resurgent Rajasthan Partnership Summit in Jaipur on 19 and 20 November 2015. This event aims to project Rajasthan as an investment destination.
The ‘Rajasthan Hai Taiyyar’campaign, featuring Bollywood actor Irffan Khan as the State’s brand ambassador, has been conceptualised by Rediffusion Y&R. The campaign comprises of an anthem, besides teasers and ads on the registration deadline for the Summit.
The anthem (above) captures the natural hues and heritage of the State, and juxtaposes them with its modern face. From housing trade parks to endless highways to its solar and wind energy capabilities, to state of the art educational institutions, energy plants, mines, and being a tourist destination, among others, the development-oriented visage is established with a humane face, through interactions between Khan and a young boy. The film ends announcing the Summit.
The ads (below) see Khan talking about how the State has an abundance of solar energy but not enough time left to register for the event. Another ad sees him point out that the State has seemingly never-ending highways but that the deadline for being able to register for the event is approaching soon.
Jaideep Majahan, NCD, Rediffusion Y & R, said, “Rajasthan is one of the most prestigious accounts that we’ve won this year. The task of this campaign was to deliver one key message – ‘Rajasthan is not only a land of colours and culture but also an economic hub that is ripe for further growth and investments.’ Creating something at this scale in a limited time requires meticulous planning and organisation. Kudos to the client and agency team that worked non-stop for days and nights to make this happen. Rajasthan is resurging and its message to the world is loud, clear and confident.”
Pranav Harihar Sharma, ECD North and West, Rediffusion Y & R, added, “It’s like a dream! This is by far my best experience of working with a government client. Honorable CM Mrs Vausndhara Raje, not only appreciates breakthrough work but pushes you to better it. ‘Rajasthan hai taiyaar’ is not a regular government campaign. Apart from being it being factual, the likability quotient of campaign has been increased because of the chemistry between Irrfan khan and the child actor playing ‘Bheema’. From magnificent aerial shots of factories, mines and refineries to human emotions, stories and moments it has been able to create a strong message. Even while writing the lyrics of the track my effort was to keep the lyrics in the esoteric zone and not sound ‘manufacturish’. Being the writer-director of the campaign, my sole effort was to create something that appeals to mind and touches heart.”
Client: Government of Rajasthan
Brand: Resurgent Rajasthan Summit 2015
Creative agency: Rediffusion YR, Delhi
CCO: Rahul Jauhari
NCD: Jaideep Mahajan
Writer and ECD – West & North: Pranav Harihar Sharma
Business head: Amrita Bhaduary
Client servicing team: Rohit Kumar, Sakshi Kapoor
Production house: Film Farm India, Mumbai
Directors: Pranav Harihar Sharma, Julian Ulybin
Producer: Anirudh Bagchi
DOP: Vishal Sinha
Music director: Hanif Shaikh
Editor: Sreeram Ramnathan
Post production: Famous Studio, Post Black Box and Future Works, Mumbai