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Tag: Rajasthan Tourism

  • Over the next few years the government is expected to spend over Rs.100 crore on this campaign that envisages rebranding Rajasthan Tourism including a new logo

    Rajasthan seeks to revive itself as hub for tourists; ropes in O&M for creative duties

    By A Correspondent

     

    The Rajasthan government announced a multi-year, multi-modal and multi-narrative domestic and international campaign that went live on January 15, 2016. Over the next few years the government is expected to spend over Rs.100 crore on this campaign that envisages rebranding Rajasthan Tourism including a new logo.

     

    Despite wide and deep attractions, the state’s lack of tourism marketing over the last 25 years has resulted in the state falling considerably in international tourism and domestic tourism arrivals because of aggressive efforts from other states. This is not only a missed international opportunity but a missed opportunity for economic growth because tourism is one of the largest generators of employment in the world. Tourism is not only employment intensive but capital efficient: it generates 78 jobs per million rupees of investment compared to 45 jobs per million rupees in the manufacturing sector.

     

    Shailendra Agarwal, Principal Secretary Tourism said: “Rajasthan has not conducted a tourism campaign for the last 25 years and this effort could attract at least 1 million incremental tourists with a considerable multiplier effect on growth and employment for our state.”

     

    The state has roped in Ogilvy & Mather as the creative agency. Ogilvy & Mather India has worked on tourism campaigns for Gujarat, MTDC, Madhya Pradesh, among others.

     

    Piyush Pandey

    Piyush Pandey, Executive Chairman & Creative Director, South Asia, Ogilvy & Mather said: “Rajasthan Tourism is the campaign I have been waiting for, for the last decade.  It is my home state and I think I owe it an impactful and effective campaign.  I am looking forward to the exciting times ahead.”

     

    The state government has also appointed a Steering Committee to monitor the creation and implementation of this campaign that includes Mira Mehrishi (Member Secretary Chief Ministers Advisory Council), Shailendra Agarwal (Principal Secretary Tourism), Malvika Singh (member Chief Ministers Advisory Council and Writer), Shoba Narayan (author and journalist), and Anil Chaplot, (Director tourism).

     

    The campaign is part of an overall plan for Rajasthan Tourism 3.0. Rajasthan Tourism 1.0 was from Independence till the early 80s whose engine was the state’s landscape. Rajasthan 2.0 began with heritage hotels and forts. Now Rajasthan Tourism 3.0 will combine assets from both phases with an aggressive marketing campaign, a new logo and packed experience calendar that is being developed.

     

    Besides annual literature festival in Jaipur in January and the Jodhpur RIFF festival at Jodhpur in October, the state hopes to build many new projects and events such as a Sacred Music Festival at Pushkar in November, an International Photography Festival, a World Music Festival, and much else. Amer near Jaipur has also become the first fort in India that has been specially lit for night viewing.  A new Contemporary Art Centre at the revamped Jawahar Kala Kendra in Jaipur is being curated by India’s leading contemporary artist Bharti Kher. A Dastakaar crafts venue with live demos at Parasramdwar will also go live later this year.

     

    The state government recently unveiled a tourism unit policy to attract investments and the Resurgent Rajasthan Investment Summit later this year will see the unveiling of a new tourism policy along with the new tourism campaign.

     

  • Rajasthan Tourism has come up with a cool idea for its new ad. And it's the traditional 'Ghoomo' dance. This is a good thought. But…

    Debrief: Rajasthan Tourism: Bahut ghuma diya!

    By Anil Thakraney

     

    The Rajasthan Tourism folks have come up with a cool idea for their new ad. And it’s the traditional ‘Ghoomo’ dance. This is a good thought. Always best to dig deep into your local culture for tourism ads. So that’s fine.

     

    The TV commercial features a whole lot of locals doing the ‘ghoomo’ number. The camera focuses on a single spinning dancer, as the images and people change. Quite naturally, the background track is Rajasthani folk music. In the backdrop of the dancer are shots of fast moving locales and symbols of Rajasthan… the desert, the colours, the elephants, the rustic settings, etc. And all this ties in very well with the slogan: Ghoom ghoom ke dekho maaro pyaaro Rajasthan.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=UfSluToqMWg[/youtube]

    So, yes, it’s all working correctly here. There is the local flavour and there are the festivities. However, there’s a fundamental problem with the treatment, and this directly hurts the communication. What they seem to have overlooked is actually a basic lesson in television advertising: When you have close up shots of human beings against a backdrop, the eye naturally stays focused on the human being. Especially when it comes to fast moving imagery. That’s the way our mind and eye function, it’s a basic human trait.

     

    As a result, the scenery in the backdrop, the stuff that would attract us to Rajasthan in the first place, gets lost. And that, obviously, is not a desirable thingy for any tourism ad.

     

    Rating: (On a scale of 1 to 5): 2.5 Good idea, let down a bit by the treatment.