Ogilvy uses colourful language for MP Tourism TVC

By A Correspondent

Ogilvy & Mather Mumbai has incorporated the spirit of Holi in the fourth of its series of ads for Madhya Pradesh Tourism.

In the TVC, colours are creatively used to depict the key tourist attractions of Madhya Pradesh – Kanha’s tigers, Khajuraho’s sculptures, Mandu’s Jahaz Mahal, the Sanchi Stupa and Ujjain’s Mahakal Aarti.

On the campaign, National Creative Director Abhijit Avasthi said, “MP Tourism ads have enjoyed a tremendous popular appeal in the past. From its artistic execution to touching the pulse of millions of Indians, we had to come up with another stunning ad in the series of unique MP Tourism ads and that’s what we did.”

Elaborating, Group Creative Director Pradyumna Chauhan said, “This ad is a labour of love. From conceptualization to the final execution, every step of the way one could tell a story or two. If I were to say it differently, this ad was easier imagined than done. But hats off to all our collaborators led by Varma, finally we did pull it off. A special mention for Pankaj Awasthi – he brought so much soul and feel to this ad with the music. Writing the song to the visuals was some task but it worked out great in the end.”

“The moment we started brainstorming on this campaign, the idea to present the State of Madhya Pradesh through beautiful, vivid colours sort of leapt out at us. After the first sketches were done, we gave a shout to Varma to check how feasible our vision was. Or not? Fortunately, he was as excited to execute this riot of colours as we were. From there on, one thing led to the other. It has been months in the making but now when you sit back and have a look at this ad, all the hard work and detailing seems worth it,” added Mahesh Gharat, Group Creative Director.

The campaign includes a TVC supported by Press and Outdoor.

Client: MP Tourism

Agency: Ogilvy & Mather Mumbai

National Creative Director: Abhijit Avasthi

Group Creative Directors: Pradyumna Chauhan, Mahesh Gharat

Account Management: Ajay Menon, Rohit Sharma

Production House: Nirvana Films

Director: Prakash Varma

Lyrics: Pradyumna Chauhan

Music: Pankaj Awasthi