The latest print and outdoor campaign conceptualised by O&M has 17 creatives showing different aspects of life and culture in India
Sohini Sen | Mumbai | September 03, 2013
The newest Incredible India campaign, 'Find what you seek', by Ogilvy & Mather is a showcase of India's best places with the idea that whatever a traveller will seek, he will find in this country. The previous Incredible India campaigns have also showed prospective tourists different parts of the country – be it the deserts of the west, the hills and mountains of the north, the beautiful coastal beaches or jungles and the backwaters in the south. The new campaign made especially for print and outdoor, is an extension of the same objective – to evoke wonder and curiosity about the country.
The Ministry of Tourism's brief to O&M was to delve deeper into what made India truly incredible. The team started researching by talking not just to the ministry but also to travellers from around the world. The team set out to make 17 creative executions which showcase everything from Leh and Ladakh to Kerala. These were places that the client thought tourists would be most likely to visit.
“India is multi-dimensional. There are so many things you can find here. From oceans, mountains and beaches to places of religious worship and exotic dance forms to precious handicrafts, etc. This is a country which can answer all kinds of interests. Whether you are seeking adventure tourism or a spiritual getaway, India is the place. We wanted to show that through the campaign. If a traveller seeks to find something, he will find the answer here – in India. The idea was to show off your country to the best effect,” said Ajay Gahlaut, Executive Creative Director, Ogilvy & Mather.
The 17 creatives include one showing monsoons in Kolkata. The image is of a rain-soaked window through which you can see the trademark yellow cabs in the distance. The captions go: ‘Watch artists paint what nature paints’.
Similarly, the one on the Rann of Kutch says: ‘Go into a salt marsh. Get out of your comfort zone’. An image of snow covered Chang La in Ladakh says: ‘Discover new heights, discover a new high’. An image of the floating oil lamps on the ghats of Varanasi is accompanied by the caption ‘See candles float, see hope float’. A picture of two rhynos from the Kaziranga National Park, Assam, comes with the advice ‘Avoid loud horns, Admire sharp horns’. Another one, depicting the festival of Holi says: ‘Throw colours on others. Add colour to your life’.
Other pictures include a variety of images from camel rides in Rajasthan to wildlife reserves of Madhya Pradesh, from the tea plantations of Munnar to the Taj Mahal in Agra, from the backwaters of Kerala to the beaches of Andaman, from Kathakali dancers to Tibetan monks. India's diversity is well represented in the series.
More print ads:
Creative Agency: Ogilvy & Mather
Executive Creative Director: Ajay Gahlaut
Creative Director: Jossy Raphael, Gaurav Nautiyal
Art: Kanika Sethi
Copy: Ajay Gahlaut, Jossy Raphael, Richa Jain
Account Management: Pawan Bhatt, Faisal Mahfooz, Rupinder Singh