The 'paper plane' TVC, conceptualised by TBWA, is based on the insight that Indian travellers plan their holidays spending days and night thinking, dreaming and planning
The 'paper plane' TVC, conceptualised by TBWA, is based on the insight that Indian travellers plan their holidays spending days and night thinking, dreaming and planning
BestMediaInfo Bureau | Delhi | March 20, 2013
Kuoni India has launched a new television commercial in line with the new brand architecture recently announced by the company for their mainstream holiday business. The TVC highlights the brand promise of 'We are for holidays' and inspires consumers across segments to stand up for their holidays.
Through this TVC, the holiday brand seeks to change the mindset of Indian holidaymakers by promoting holidays as a priority for everyone. The paper plane TVC, conceptualised by TBWA is based on the insight that Indian travellers plan their holidays with enthusiasm spending days and night thinking, dreaming and planning. However, the realities of everyday life like work, savings or responsibilities bring them back to being an adult contemplating to embark on that much desired holiday. The TVC encourages them not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime.
Commenting on the creative track of the TVC, Vishal Suri, Deputy COO - 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 of 'We are for holidays' which gives shape to dream holidays of millions of Indians. The creative showcases the child-like enthusiasm and the excitement of planning and taking a holiday. It urges 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 CEO, 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, a child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world. Rahul Sengupta, our NCD, has written a superbly insightful tale and Hemant Bhandari of Chrome Pictures has brought it alive in the most magical and charming manner imaginable. 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."
The TVC:
Credits:
Project Title: Paper Plane
Client: Kuoni
Creative Agency: TBWA\Mumbai
National Creative Director: Rahul Sengupta
Executive Creative Director: Rahul Ghosh, Siddharth Deo
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