INCREDIBLE KATHAKALI by DDB Mudra Group Mumbai for Ministry Of Tourism, Government Of India

INCREDIBLE KATHAKALI

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Industry Transport, travel & tourism
Media Direct marketing
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Copywriter Prajato Guha Thakurta
Photographer Vishal Sane, Mahendra Solanki, Nirav Mehta
Illustrator Datta Sawant, Deepak Singh Dogra
Released August 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: MINISTRY OF TOURISM - GOVT. OF INDIA
Product/Service: INCREDIBLE INDIA - TOURISM
Agency: MUDRA DDB GROUP
Date of First Appearance: Aug 12 2009 12:00AM
Entrant Company: MUDRA DDB GROUP, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (mudra DDB Group)
Executive Creative Director: KB Vinod (mudra DDB Group)
Creative Director: Deepak Singh (mudra DDB Group)
Art Director: Deepak Singh (mudra DDB Group)
Copywriter: Prajato Guha Thakurta (Mudra DDB Group)
Illustrator: Deepak Singh (Mudra DDB Group)
Illustrator: Datta Sawant (Mudra DDB Group)
Photographer: Vishal Sane (Mudra DDB Group)
Photographer: Mahendra Solanki (Mudra DDB Group)
Photographer: Nirav Mehta (Mudra DDB Group)
Media placement: Ambient - Temporary Exhibition - Shopping Malls, Airports, Tourist Hotspots - 12-08-2009

Describe the brief/objective of the direct campaign.
The Indian Ministry of Tourism wanted an outdoor campaign to showcase the many incredible facets of the country in an innovative way. While the primary target audience was foreign tourists coming to India, the secondary audience was Indians interested in travel. The target audience was drawn from existing as well as new customers. The strategy of the campaign was to find a way to showcase the best of India through an art form unique to this incredible country.

Explain why the creative execution was relevant to the product or service.

The Indian Ministry of Tourism has always used creative hooks that are original and unique to India to showcase this incredible country of ours. This campaign succeeded in doing just that. The art of writing on rice grains as well as using the grains to create images was born in India. And the fact that we used this technique in the campaign not only makes it creatively strong and original but also makes it relevant to the product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
From among the many sights and sounds that constitute India, we chose three that represented her best: the Taj Mahal, an Indian dance form called Kathakali and Warli, an Indian folk art. Skilled craftsmen then recreated these images out of grains of rice. The descriptors below each of them were inscribed by hand on rice grains, each grain having only one word: a technique whose origins are in India. We put up the installations in airports and malls across the country and distributed mementos in the shape of a grain of rice with the Incredible India website inscribed on it.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The interest this campaign generated was more than expected. The target was to distribute 2,000 www.incredibleindia.com rice mementos. We ended up creating and distributing 3,000 more, exceeding the target by an incredible 150%. Of course, traffic to the Incredible India website shot up exponentially, as did enquiries regarding holiday packages in India.