Former MTV VJ Anusha Dandekar has been roped in as the brand ambassador. The TVC, made by The Small Big Idea, tells the story of a bachelorette trip
BestMediaInfo Bureau | Mumbai | June 28, 2016
With a view to become the premiere travel destination for Indian women and their âgirl gangsâ, the Tourism Authority of Thailand (TAT) has roped in VJ Anusha Dandekar to become their brand ambassador. TAT has also launched a new campaign targeting women travellers and unveiled their new TVC featuring Dandekar and her âgirly getawayâ to Thailand.
The tourism board zeroed in on the former MTV VJ as the brand ambassador for her inherent love for Thailand and the fact that she is symbolic of the exact segment that they want to target with their new campaign.
Speaking about her love for Thailand, Dandekar said, âI have been to Thailand over 50 times during my career at MTV Asia â we shot there all the time and Iâve tried all their food. Itâs one of my favourite places and despite having visited so many times, it never gets old for me.â
Commenting on the relevance of their new campaign focusing on women travellers, Soraya Homchuen, Director, Tourism Authority of Thailand â Mumbai, said, âOnce a negligible proportion of Thailandâs market mix and only visiting on family holidays, today women travellers represent 30 per cent of our arrivals from India. We would like to scale this up to 60-65 per cent by 2012. We have done this effectively before with groups and independent travellers. A little less than a decade ago, Thailand was 80 per cent GIT, i.e., group travellers, and only 20 per cent FIT, but today FIT is about 60-70 per cent while groups have a smaller share of the pie. I am certain that we will be successful with the women traveller segment.â
The TVC, made by The Small Big Idea, tells the story of a bachelorette trip. Anusha, with her two friends, sets out on a bachelorette trip to Thailand where they zip line, kayak, indulge in local cuisine, shop and basically live it up.
Thailand is keen to pioneer destination marketing to Indian women travelers because according various studies conducted in India and globally show that 70-80 per cent of holiday decisions are taken by women. Also, according to a study conducted by Thomas Cook earlier this year, 70 per cent of women today prefer to travel with friends versus family. An Amadeus study has indicated that between 2011 and through 2020, the women traveller segment would have grown by 891 per cent.
Client: Tourism Authority of Thailand
Director: Bappi Bit
Cinematographer/ Director of Cinematography: Manoj Kumar Khatoi
Production house: The Small Big Idea