Kerala Tourism: Soulfully refreshing

Kerala Tourism's new ad campaign for the domestic market pitches the state, well-known internationally for its pristine natural beauty and Ayurvedic wisdom, as the perfect break from the chaos and monotony of urban life.

Kerala Tourism has rolled out a digital-heavy campaign called 'It's time for a break', in an attempt to attract more tourists to the state as part of the ministry's 'Visit Kerala' initiative. The campaign consists of two 40-second spots, 'Kitchen Caper' and 'Virtual Insanity', created by Stark Communications. The agency has previously worked on the brand's international campaign called 'The Great Backwaters'.

The 'Virtual Insanity' ad, as the name suggests, shows a kid completely absorbed in the virtual world. His obsession reaches the peak when he tries to enlarge a print ad just as he would enlarge a picture on his mobile, thus making his parents realise that it's 'time for a break'. The second ad, 'Kitchen Caper', shows a woman completely engrossed in her daily chores, often at the center of family pressures, who is hit by a similar realisation.

The campaign addresses the domestic market, especially families in the urban centers of Mumbai, Delhi, Bengaluru, Chennai and Kolkata. Sheik Pareeth, director, Kerala Tourism, explains, "Kerala has already established itself as a leading holiday destination for leisure and romantic travel among couples, and also for wellness holidays among the middle-aged. The 'Visit Kerala' initiative was launched to attract more travellers to the state and a key strategy was to make it popular among different target segments."

The campaign will run across television (GECs, movie channels, news and kids channels), print, radio, online and outdoor media for three months. It is also being promoted on social media with the hashtag #VisitKerala.

Internationally, Kerala has always been pitched as a green and peaceful destination, with the 'Ayurveda advantage' completing the experience. Speaking about the objective of this campaign and the creative brief, Roy V Mathew, director, Stark Communications, says, "As family holidays become an undisputed reality in India, Kerala comes across as the perfect getaway for families seeped in the minutiae of everyday life, jobs, technology and deadlines. Thus, the simple and refreshing idea was to position it as the natural antidote for the Indian urban family."

Shelton Pinheiro, ECD - Stark Communications, adds, "Both films work on the insight that busy schedules and stress in urban families lead to certain humorous tipping points, signaling the need for a break in a place palpably different from the urban environment, in this case, Kerala. With the festive season approaching, this was certainly the best time to roll out the campaign."

The videos featuring Pradeesh M Varma's cinematography have been produced by Nirvana Films under the direction of Vivek George Thomas.