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Thomas Cook’s ‘Silver Breaks’ to seniors who are ‘never too old to travel’

Two touching commercials, conceptualized by L&K Saatchi and Saatchi, focus on seniorswho have never left the confines of their homes or towns, but can now see the world

BestMediaInfo Bureau |Delhi | April 7, 2016

Thomas-Cook Click on the image to watch the TVC.

Travel and tour companies traditionally target families or youth groups who are known to holiday together. Thomas Cook’s internal research has, however,shown the emergence of a new target group for travel services – India’s Gen S, or senior citizens, who usually have plenty of free time and disposable income (often topped up by their children) and are increasingly fit and keen to travel for leisure.

Inspired by the research, Thomas Cookhas now reintroduced an earlier initiative, to reach out to this target group of elders who have never had the time or opportunity to travel for leisure before.

Thomas Cook’s ‘Silver Breaks – Senior Citizen’s Holiday Plans’ has been specifically created for the needs and requirements of senior citizens in India. The product focuses on the large population of eager tourists, who may even be traveling for the first time and are filled with apprehensions and concerns about venturing out on their own, especially at their age.

L&K Saatchi and Saatchi, which has conceptualized the campaign, has created the two touching television commercialsdepicting elders who have never ventured beyond the confines of their home or towns but are travelling overseas for the first time. The adfilms have been produced by Light Box Films. The commercials will be aired in cinemas, on television and the digital medium.

There are many people, especially in India, who assume responsibilities at a very early age and spend their entire lives fulfilling those responsibilities to their parents, children, family and society. They often never travel beyond their own neighborhood walls or city limits and had never found the time to save for an international holiday during their productive years.

‘Silver Breaks’ provides them the opportunity to fulfil thatdormant desire to travel, not on a call of duty but just for leisure.Speaking on the campaign, Abraham Alapatt, President and Group Head - Marketing, Service Quality, Financial Services and Innovation, Thomas Cook India, said, “Silver Breaks is yet another endeavour from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while traveling alone or to unfamiliar places, especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

Rahul-Nangia Rahul Nangia

Rahul Nangia, Joint National Creative Director, L&K Saatchi & Saatchi, said, “The film features real people in their real voices. They are not actors or artistes. The idea was to capture them minutes before they were about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”

The TVCs:




Agency: L&K Saatchi & Saatchi

Creative team: Rahul Nangia (Jt.NCD), LalitBharadva, (Sr.Art Director), RuchikaParab, PritamShettigar (Creative Directors)

Account Management: Debarjyo Nandi, SiddharthMatalia, Vinita Kotian

Director: Rahul Nangia

Production house: Lightbox Films

Producers: Imran Khan and JunaidHerekar

Music: Reuel Benedict

Sound: AnuPujari, Shankh

DOP: VasudeoRane

Online Editor: Niket, Splice

Offline Editor: Vishal, Mothership


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