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TV Commercial: 10 seconds
Title: Still Life
The film opens on a well known location in Pondicherry, like the Esplanade on the waterfront. The scene is unmoving, just as if the whole scene is a still photograph. There is no movement, no traffic, no sound. A super appears on this frame, which reads ‘Main street. Tourist season’. This scene continues for a good ten seconds. Then all of a sudden, a bird, maybe a seagull, flies across the frame, squawking.
SFX: Cries of the bird, as it flies past across the frame
The camera now moves to follow the flight path of the gull, as the viewpoint of someone watching it fly. The camera moves back to its original position, capturing the very same frame as before.
Of camera we hear a deep, contented sigh. And the film fades into darkness, from top to bottom as if somebody’s eyes are closing.
MVO, Super and Branding: Silence. Solitude, Serenity.
Pondicherry. Nothing’s better.
Radio Spot: 10 seconds
Title: Sounds like nothing
The spot opens with the sounds of a wave approaching and crashing onto the shore, then rolling away. There is no other sound to be heard except for more waves rolling in. After a few repetitions of this, we hear the birds squawking and chirping, interspersing the sound of the waves. Then it goes back to the sound of waves. This sound fades a little to bring in a new sound, that of an elongated, deep and contented sigh.
MVO: Silence. Solitude, Serenity.
Pondicherry. Nothing’s better.
Target Profile:
•This will largely mirror the Indian international tourist profile as Pondicherry is a sub-brand. Tamil Nadu tourist profile is also relevant
–Within this we have to target the up-market consumers who are looking for a quiet holiday.
–Age wise its skewed to the mature group. Best to target the 35yrs to 50 years old group.
–Group travel is the norm now. People with common interests. Religion and Yoga could be propositions.
Consumer Insight:
•Most vacations which are meant for relaxation end up being more strenuous, taxing and hectic than normal everyday life with “things to do “ and “must see” lists. There are many who need a “genuine” vacation when they can catch their breath, pause and ponder on life and come to terms with it.
Proposition:
Pondicherry offers the tourist rest both mental and physical in its pristine sense. There is no “to do list” or “must see” destination. Life moves along as in a Zen prayer …you and the universe. It’s the place where you make peace with life and yourself.
Support to Proposition:
Pondicherry has few tourists and the places are relatively deserted. The landmark is an Ashram where people come to meditate. There is a Yoga festival which again is about inner peace and harmony and quiet contemplation. Beaches, are also quiet and without crowds and suited for quiet contemplation and to find the rhythm with nature. The proposed investments in Pondicherry also push for ecological balance and tourism that does not spoil the landscape and Nature’s balance.
•Creative Button:
“Nothingness”. As in the consummate form of meditation as when you let your mind really rest without thoughts. It’s an ideal way to relax both body and mind.
•Tone Tenor and Feel:
Calm,still, soothing, tranquil. Far from the “madding crowd” . "Lost in an island of togetherness" for the honeymoon/couple segment.
Creative Units:
•Campaigns aimed at the up-market tourist.
•The tourist who is looking for peace and tranquility. Could be a harried professional who needs to take a break from a hectic work schedule, or a person coming to terms with a bereavement, a couple trying to save a marriage by spending time together, discovering each other….the myriad reasons for getting away from the “madding crowd”. Bit of a self- actualizer
–“Far from the madding crowd” series
–“Together in the silence” series
This campaign was developed in the EICL Chennai Office by myself as Head of the Business, Raghunath Madhavan the Account Director, Shanmughapriya the Account Executive, Prakash Pillai the CD Copy, Kiran Waval the CD Art and with Veera Murthy providing art support with his friend. Sangitha the CD from Rediff gatecrashed on reading the strategy and creative brief and wrote the together in silence campaign while Pillai did the far from the madding crowd with the empty promenades and roads campaign. The film concept was mine and radio concept was Shanmughapriya's. These were finished in consultation with Prakash Pillai.
This campaign was done as pitch for the account in 2 days flat!! We were shortlisted for the business! The agency was closed down and hence the shortlist went waste.
ALL WAS NOT LOST. THIS CAMPAIGN WENT VIRAL AND GOT US RAVE REVIEWS!!
Reactions to the Pondicherry Tourism Campaign
TV Commercial: 10 seconds
Title: Still Life
The film opens on a well known location in Pondicherry, like the Esplanade on the waterfront. The scene is unmoving, just as if the whole scene is a still photograph. There is no movement, no traffic, no sound. A super appears on this frame, which reads ‘Main street. Tourist season’. This scene continues for a good ten seconds. Then all of a sudden, a bird, maybe a seagull, flies across the frame, squawking.
SFX: Cries of the bird, as it flies past across the frame
The camera now moves to follow the flight path of the gull, as the viewpoint of someone watching it fly. The camera moves back to its original position, capturing the very same frame as before.
Of camera we hear a deep, contented sigh. And the film fades into darkness, from top to bottom as if somebody’s eyes are closing.
MVO, Super and Branding: Silence. Solitude, Serenity.
Pondicherry. Nothing’s better.
Radio Spot: 10 seconds
Title: Sounds like nothing
The spot opens with the sounds of a wave approaching and crashing onto the shore, then rolling away. There is no other sound to be heard except for more waves rolling in. After a few repetitions of this, we hear the birds squawking and chirping, interspersing the sound of the waves. Then it goes back to the sound of waves. This sound fades a little to bring in a new sound, that of an elongated, deep and contented sigh.
MVO: Silence. Solitude, Serenity.
Pondicherry. Nothing’s better.
Target Profile:
•This will largely mirror the Indian international tourist profile as Pondicherry is a sub-brand. Tamil Nadu tourist profile is also relevant
–Within this we have to target the up-market consumers who are looking for a quiet holiday.
–Age wise its skewed to the mature group. Best to target the 35yrs to 50 years old group.
–Group travel is the norm now. People with common interests. Religion and Yoga could be propositions.
Consumer Insight:
•Most vacations which are meant for relaxation end up being more strenuous, taxing and hectic than normal everyday life with “things to do “ and “must see” lists. There are many who need a “genuine” vacation when they can catch their breath, pause and ponder on life and come to terms with it.
Proposition:
Pondicherry offers the tourist rest both mental and physical in its pristine sense. There is no “to do list” or “must see” destination. Life moves along as in a Zen prayer …you and the universe. It’s the place where you make peace with life and yourself.
Support to Proposition:
Pondicherry has few tourists and the places are relatively deserted. The landmark is an Ashram where people come to meditate. There is a Yoga festival which again is about inner peace and harmony and quiet contemplation. Beaches, are also quiet and without crowds and suited for quiet contemplation and to find the rhythm with nature. The proposed investments in Pondicherry also push for ecological balance and tourism that does not spoil the landscape and Nature’s balance.
•Creative Button:
“Nothingness”. As in the consummate form of meditation as when you let your mind really rest without thoughts. It’s an ideal way to relax both body and mind.
•Tone Tenor and Feel:
Calm,still, soothing, tranquil. Far from the “madding crowd” . "Lost in an island of togetherness" for the honeymoon/couple segment.
Creative Units:
•Campaigns aimed at the up-market tourist.
•The tourist who is looking for peace and tranquility. Could be a harried professional who needs to take a break from a hectic work schedule, or a person coming to terms with a bereavement, a couple trying to save a marriage by spending time together, discovering each other….the myriad reasons for getting away from the “madding crowd”. Bit of a self- actualizer
–“Far from the madding crowd” series
–“Together in the silence” series
This campaign was developed in the EICL Chennai Office by myself as Head of the Business, Raghunath Madhavan the Account Director, Shanmughapriya the Account Executive, Prakash Pillai the CD Copy, Kiran Waval the CD Art and with Veera Murthy providing art support with his friend. Sangitha the CD from Rediff gatecrashed on reading the strategy and creative brief and wrote the together in silence campaign while Pillai did the far from the madding crowd with the empty promenades and roads campaign. The film concept was mine and radio concept was Shanmughapriya's. These were finished in consultation with Prakash Pillai.
This campaign was done as pitch for the account in 2 days flat!! We were shortlisted for the business! The agency was closed down and hence the shortlist went waste.
ALL WAS NOT LOST. THIS CAMPAIGN WENT VIRAL AND GOT US RAVE REVIEWS!!
Reactions to the Pondicherry Tourism Campaign
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