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The Story behind the New Rajasthan Tourism Ad Campaign

Rajasthan Government recently launched its brand new Tourism Ad Campaign and the Internet world is going crazy over it. Read to find out how the campaign was shaped, where the new Rajasthan Tourism Campaign Ads were shot and more…
The Idea

In the Advertisement sphere, the product is as important as the story. While Rajasthan is undoubtedly a great product, the story of sand dunes and camels was sung too many times, too many ways. CM Vasundhara Raje, with her well-known knack for creativity, wanted to give a complete makeover to the story of Rajasthan. Rajasthan Department of Tourism, spearheaded by Secretary Shailendra Aggarwal, started searching for the right maestro for creating the expected magic. The search ended with Ogilvy & Mather getting engaged to redefine brand Rajasthan and provide a strategic and creative vision for the new Rajasthan tourism ad campaign.

The Story

The golden backdrop of sand dunes of the Thar is one image that is strongly associated with Rajasthan. The concept is based on the notion that Rajasthan is like sand dunes. It changes its form, feature and identity at every mile. So in the revelation of the new Logo, the new face of Rajasthan tourism, sand was used to showcase the ‘Ever-changing Rajasthan’. By collaborating with artists from across the globe, the team created a Logo-launch film by using sand sculpture animation. The unique, proprietary style and technique devised for the logo animation for Rajasthan Tourism is a clever use of sand and clay relief forms that have been derived from 2D animation. Once the entire 50 seconds animation on paper was ready, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the 3 dimensional depth that is seen in the film and then dotingly animated over frame by frame with sand, the most rudimentary component when one thinks of Rajasthan.

The Logo

The new Rajasthan Tourism Campaign Logo is a work of art. The logo showcases an interesting imagery of two camels sitting back to back with two birds hovering on the top. However, a second perspective is of the two camels being two ends of a rajasthani moustache along with raised eyebrows. One could say that the face is the new Face of Rajasthan Tourism Ad Campaign.Rajasthan_Tourism_Campaign_Logo

The Challenge

When one thinks of Rajasthan, forts, palaces, kings and queens, sand dunes, deserts come to mind. CM Raje wanted to add more value to this perception of Rajasthan. She said at the Rajasthan Campaign Launch, “Rajasthan has not really taken advantage of its ‘stories’. Rajasthan is not just about the desert and the Palaces. It is much, much more. Every nook of Rajasthan has a story, and that story needs to be told in a glitzy way!” The challenge was to attract the youth – make Rajasthan the coolest destination for the adventure seekers, make the state an exciting destination for explorers. The need was to create a campaign that explains that Rajasthan is beyond what anyone ever imagined it to be – that there are a billion different Rajasthans waiting to be explored. And team Ogilvy, guided by Piyush Pandey, Executive Chairman, Ogilvy & Mather, who also belongs to Rajasthan, conceptualized a campaign that communicates just that. Rajasthan is how you see it. It is a bizarre discovery for some, a fairy-tale for someone else. It’s highly adventurous for some and extremely peaceful for some. Rajasthan is destination of discoveries, of surprises, of seeing something you never expected to see. The brief was beautifully captured in a simple idea – Rajasthan looks different through the eyes of different travellers. Through the eyes of Arya, it becomes Aryasthan. Through the eyes of Meera, it becomes Meerasthan. The unusual-ness of Rajasthan and beauty lies in the eyes of the beholder. It is not just about what Rajasthan has to offer but greatly how you perceive it.  Just as the  Rajasthan tourism ad tagline suggests, “Come to Rajasthan – Jaane Kya Dikh Jaaye!” Rajasthan Tourism Campaign’s beauty is matched with the all-new, extremely soothing on the eyes, aesthetically pleasing new Rajasthan Tourism website.

MeeraSthan – Rajasthan The story starts with a little cherub Meera, gliding through a fairy tale, her eyes captivated with the vibrant hues of hundreds of hot-air balloons surrounding her. Amidst the clear blue skies, filled with colorful balloons – Meera found her Rajasthan. The ad film beautifully showcases the Hot-Air Balloon Festival, a 4-day extravaganza in the city of Pushkar, Rajasthan, held during the famous Pushkar Camel Fair.

JaneSthan – Rajasthan They say beauty lies in the journey and not in the destination. And that’s exactly how Jane and her friend found their Rajasthan. Both follow a local devotee of Lord Shiva on their bikes and a little diversion on NH-76 leads them to a breathtaking view near the Garadia Mahadev Temple, Kota. The Ad film exceptionally captures a stunning shot of the horseshoe curve of the Chambal Valley.

AryaSthan – Rajasthan When wanderlust and thirst for adventure takes a group of youngsters to out-of-the-way parts of the Thar, they are thrilled to spot a ‘Jugaad’. The two burly men with their truly Rajasthani moustaches, in simple contrast with the aviators, smirk at the youngsters and invite them to join on their ride, of course with helmets! Right in the middle of the only desert of India, Arya found his Rajasthan.

HuanSthan – Rajasthan Cradled in the Aravalli range, Kumbalgarh Fort in the Rajsamand district of Rajasthan is built on a hilltop 1,100 m (3,600 ft) above sea level and has perimeter walls that extend 36 km (22 mi), making it the second longest wall in the world. The uncut drone shot of the wall, the fort and the valley is extraordinarily brilliant – so is Huan’s expression! This Great Wall away from China is where Huan found her Rajasthan.

BinoySthan – Rajasthan Two adventure seeking boys from Delhi decided to explore the ruins of the haunted Kuldhara village, about 15 Km. west of Jaisalmer at night. What followed next is to be seen, and not read. Is the village really haunted? Binoy knows not, but this is surely where he found his Rajasthan.

What entwines these ads almost perfectly is the soulful music of the Rajasthan tourism ad jingle.

The lyrics of the Rajasthan tourism ad track are as follows:

Maati baandhe painjanee,

Bangdi pehne baadli,

Dedo dedo baavdo,

Ghod-mathod baavdi…

English translation:-

The land is wearing anklets,

The sky is wearing bangles,

The clouds in a happy frenzy have taken different shapes,

The beautiful revolving and rotund earth…

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