Kuoni India: Holidays, seriously!

The brand's latest campaign attempts to change the low priority given to vacations.

Kuoni India's latest campaign takes one back to childhood memories of eagerly awaited holidays, and urges people to give their vacations equal importance.

Conceptualised by TBWA India, the new television commercial titled 'Paper Plane' shows a young boy in school uniform coming down the stairs, overjoyed. He reaches home and immediately takes out his scrap book filled with pictures of places he wants to visit. While flipping, he stops at the photo of Eiffel Towers and then rushes to try out clothes. Suitcase packed, he runs around with a paper plane, and bumps into an older man, who in all seriousness asks him whether he has to leave on a holiday despite an important meeting. In the next shot, the boy transforms into an adult, who after a look at the paper plane tells the boss that he cannot cancel his holiday.

The commercial is directed by Hemant Bhandari of Chrome Pictures. Besides television, the four-week campaign will cover print, mailers, outdoor and extensive digital media as well.

Vishal Suri, deputy chief operating officer, tour operating, Kuoni India says the intention was to reiterate Kuoni's positioning, 'We are for Holidays'. Being a leader in the holidays segment, the company's natural focus is to grow the segment by addressing holiday consumption barriers. "The campaign is based on the insight that Indian travellers plan their holidays with enthusiasm spending days and night thinking, dreaming and planning a holiday. However, the realities of everyday life like work, savings or responsibilities often make them reconsider their decision to embark on that much desired holiday. The campaign encourages them not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime," Suri explains.

Agreeing with him, Shiv Sethuraman, group CEO, TBWA India says that Asians in general, and Indians in particular, are hardworking people. However, that doesn't warrant people feeling guilty while taking a break. "Paper Plane is a charming and moving story about the child in all of us. The child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world," he says. He adds that the TVC is part of a larger and longer term ambition for Kuoni that urges Indians to take holidays.

According to Suri, the campaign targets people across age groups, who compromise on their vacation plans to fulfil obligations, be it for work or for the family. Apparently, the campaign is the first by TBWA for the brand in India. The agency won the brand's account in December, 2012.

Kuoni's last television campaign was for its brand SOTC in 2004.

Breaking insight?

Arun Raman, executive vice-president, strategic planning, Lowe India, believes the TVC is beautifully crafted and brings a smile to one's face. In fact, by using a kid, it reminds viewers how they looked forward to vacations as kids. However, Raman feels the brand does not come out vividly. "This is such a generic insight about travel that, practically, any travel brand can be associated with it. My worry is that the most salient travel brand will benefit the most from this ad. Maybe MakeMyTrip.com, Cleartrip.com or Thomas Cook, but not Kuoni. Branding is, definitely, its weak spot. Such ads, I fear, only work when the brand is probably the most salient brand in its category, which I suspect Kuoni isn't," Raman opines.

Deepak Singh, executive creative director, Dentsu Communications, is all praises for the campaign. "The TVC is beautifully shot and very well executed. I loved the insight that there is excitement in anticipation. I also liked the way the film is shot and the music, which perfectly capture emotions and feelings. This concept of people turning into kids is not new (for instance, Sil Jam, McDonald's) but if executed nicely, it still makes you happy and touches your heart," voices Singh.