Conceptualised by L&K Saatchi & Saatchi, the #HolidaySortedHai campaign strikes an instant chord with the Indian consumer
BestMediaInfo Bureau | Mumbai | May 28, 2015
Thomas Cook India has launched its new TVC, #HolidaySortedHai, which aims to capture the last minute hassles travellers have to endure and how having a one-stop solution offering end-end holiday services can be such a relief. The TVC has been conceptualised by L&K Saatchi & Saatchi.
The film opens with actor Anand Tiwari as a traveller narrating his ordeal at various levels of planning and executing his holiday – right from booking the holiday package, air travel, applying for passport and visa to buying forex. With a hilarious comic twist, the TVC manages to strike an instant chord with the Indian consumer.
Thomas Cook India’s hybrid ‘clicks + bricks’ strategy blends its offline and online services that promises ease and convenience throughout the course of planning and booking a holiday.
Commenting on the campaign, Abraham Alapatt, Chief Innovation Officer & Head – Marketing and Service Quality, Thomas Cook India, said, “Thomas Cook India is one of the most trusted brands in India. Over the years we have sustained the image of the brand through quality services and carefully crafted communication strategies that focus on making travel a painless experience. We believe that the speed and simplicity of our online platform, thomascook.in, and the convenience and reassuring comfort of our extensive offline network, for personal interaction, personalisation and peace of mind, helps us to address travel customer’s needs right across the spectrum – from pure online to pure offline – and most significantly, for every stage in between, where we believe the real market opportunity today lies.”
The campaign was scripted by the creative team at L&K Saatchi & Saatchi, directed by Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi, and produced by Prashant Sampath and Umesh H Patel of Hundred Frames.
Debarjyo Nandi, Vice-President, Client Servicing, L&K Saatchi & Saatchi, elaborated, “Thomascook.in is the ideal destination for all holiday needs, given the fact that they are experts and assist with end-to-end travel-related services. The idea for the TVC was to look at the extremities that exist between what some people still do vis-a-vis what they should ideally do, to bring into life- Thomas Cook India’s core proposition and promise of ‘Travel Smooth’.”
The campaign commenced on April 29, 2015 and will run through May on Hindi and English GECs, news, infotainment and movie channels, as well as at PVR Cinemas in metros and select cities. On the digital platform, Thomas Cook India promoted the campaign through Hotstar during the recently-concluded Indian Premier League match screenings, YouTube and social media via Twitter and Facebook contests with contextual content.
Client: Thomas Cook India
Creative agency: L&K Saatchi & Saatchi
Creative team: Rahul Nangia, Ruchika Parab, Clyde Galbao, Shahid Shehzad
Account Management: Debarjyo Nandi, Siddharth Matalia, Vinita Kotian
Production house: Hundred Frames
Director: Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi
Producer: Prashant Sampath, Umesh H Patel
DOP: Sylvester Fonseca
Post-production house: Famous
Editor: Abhilesh Shivalkar