The Government of West Bengal has rolled out a film that pitches the state as the 'sweetest part of India'. The film has been conceptualised by Ogilvy, Kolkata.
It opens at a traditional Bengali wedding. The film's sound track is provided by a Rabindranath Tagore song and shows the state and its colours through the eyes of a foreigner, who was in the state to attend a wedding. What follows are sights across the state as the lady travels across it. The film ends with a tram stopping by the lady. In the tram is the state's brand ambassador Shah Rukh Khan, who halts his shoot after seeing the lady. The film signs off with a message 'Experience Bengal, the sweetest part of India'.
Sumanto Chattopadhyay, executive creative director (South Asia), Ogilvy & Mather, said, “In Bengal, sweetness finds different manifestations. It is in the language we speak, the hospitality we extend to our guests and our cuisine. Thus, when we were entrusted with the responsibility of creating communication for Bengal Tourism, we worked on a campaign that would identify Bengal as the sweetest part of India.”
Sujoy Roy, creative director and managing director, Ogilvy & Mather Kolkata, added, "The campaign stays away from the stereotypes associated with Bengal as a destination and introduces new places, rituals and experiences. This film also has an endearing human touch to it. It showcases the hospitality of Bengal, something that lends uniqueness to our state."
Client: Department of Tourism, Government of West Bengal
Agency: Ogilvy & Mather, Kolkata
Executive creative director: Sumanto Chattopadhyay
Executive vice president: VR Rajesh
Creative team: Sujoy Roy, Gour. K. Mukherjee, Partha Pal, Hannah Rohini Joseph, Nitin Kumar, Arindam Lahiri, Rantideb Mukherjee.
Account management team: Sumit Dev and Somduttya Chatterjee
Production house: Nirvana Films
Director: Prakash Varma
Director of photography: Kartik Vijay
Producer: Sneha Iype and Sunitha Ram
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Watch the film conceptualised by Ogilvy here