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

INCREDIBLE RICE

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market India
Agency DDB Mudra Group Mumbai
Executive Creative Director Kb Vinod
Copywriter Prajato Guha Thakurta
Photographer Nirav Mehta
Illustrator Datta Sawant
Editor Vishal Sane, Mahendra Solanki
Released August 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MINISTRY OF TOURISM
Product/Service: 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/Art Director/Illustrator: Deepak Singh (Mudra DDB Group)
Copywriter: Prajato Guha Thakurta (Mudra DDB Group)
Illustrator: Datta Sawant (Mudra DDB Group)
Editor: Vishal Sane (Mudra DDB Group)
Editor: Mahendra Solanki (Mudra DDB Group)
Photographer: Nirav Mehta (Mudra DDB Group)
Media placement: Ambient - Temporary Exhibition - Shopping Malls, Airports, Tourist Hotspots - 12-08-2009

Results and Effectiveness
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.

Creative Execution
From among the many sights and sounds that constitute India, we chose three that represented her best: the Taj Mahal, one of the seven wonders of the world, Kathakali, a spectacular Indian dance form and Warli Art, a folk art unique to India. We then showcased them in a unique way. With the help of skilled craftsmen, we painstakingly recreated these images entirely out of grains of rice. Below each of them, we wrote about their respective origins and history in detail. Even these approximately 2000-word descriptors were skillfully inscribed by hand on rice grains, with each grain having only one word: a technique that has its origins in India. We then 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.

Insights, Strategy & the Idea
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 unique insight that shaped the idea was to showcase the best of India through an art form unique to this incredible country. It was relevant to both the client and the target audience because the campaign went beyond the conventional outdoor ideas to bring India alive to the world.