The commercial appeals to the spiritual senses, and it works like magic — bringing out Kerala’s charm and appeal like no other ad has done
We have watched quite a few tourism ads from India over the years.
Those produced by the Centre for the whole nation, and those produced by the tourism boards of the various state governments. For the national and international markets. And except for a very few, most have failed to capture the nation/state in the way that they should.
The task gets even more difficult when one has to address international audiences, especially developed nations, whose citizens have preconceived notions about the country. And after the CWG fiasco, these notions are bound be those of fear, loathing and terror.
In that discouraging scenario, in comes a superb ad film from ‘God’s own country’, Kerala. I have been to that state many times, and have always returned feeling refreshed, rejuvenated, happy and most importantly, at peace. Kerala is that unique region in India which has that effect on the traveller. But so far, the communication has always failed to capture that mood, that imagination. But the new advert has changed that.
‘Your moment is waiting’ is the core message. The film has been executed more as a spiritual journey of a young female tourist rather than as a hard sell on the state. And within that mystical journey get reflected the cultural symbols we usually associate with Kerala. The greenery, the folk music, the elephants, the Ayurveda therapies, the Kathakali performers, the backwaters, the boats, etc. But no symbol, no image, appears forced. Every single frame flows seamlessly, naturally, like a sublime river. The commercial appeals to the spiritual senses alone, and it works like magic. The surreal imagery, the hymn-like background track, the sensual art direction… all stays with you long after the ad is done. Without saying the words, the ad tells you that you will discover inner peace and tranquillity in Kerala.
Now if a local, middle class, Kalmadi-ravaged desi like me wants to do Kerala immediately after a single exposure to the ad, imagine the effect it will have on the nirvana seeking, solitude craving, exotica lusting, richie-rich Europeans and Americans. It will work like a Mallu Pied Piper on the firangs.
Outstanding tourism advertising. Raises the bar for Indian advertising in general. Wish more Indian states put in the effort to dig deep within their regions, and find such magical ways to tell their stories. We need such soulful tourism communications now more than ever. After the Commonwealth Games sent Brand India, Destination India, for a toss. —Anil Thakraney
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