You're never too old to see the world, says Thomas Cook India

The brand has released a couple of interestingly executed ad films.

Age is just a number. Centred around this thought is travel and tour company Thomas Cook's latest campaign 'Never Too Old To Travel'. The campaign, which targets India's senior citizens, was launched following an internal research conducted by the company. According to the study it was found that senior citizens, who have ample time and adequate disposable income are as fit to enjoy the pleasures of travelling as any other traveller who is perhaps younger.

The company then came up with a unique initiative called Silver Breaks, a holiday plan especially designed for senior citizens in India, keeping in mind their needs and requirements.

The two films, which depict how elderly people can indulge in safe, secure and hassle-free travel, have been conceptualised by Law & Kenneth Saatchi & Saatchi. Both films separately portray how an old man and an old lady, who marry early, spend the better part of their lives fulfilling responsibilities towards their respective families. They miss out on leading the life or travelling to the places that they had wished for once upon a time. Now in the autumn of their lives, the elderly couple can discover and explore the world like never before, thanks to the Silver Breaks programme.

The commercials, which have been produced by Imran Khan and Juniad Hereker of Light Box films will be aired in cinemas, on TV, and on digital platforms. The films have been directed by Rahul Nangia while Reuel Benedict has composed the music.

Speaking about the campaign, Abraham Alapatt, president and group head, marketing, service quality, financial services and innovation, Thomas Cook India, says, "Silver Breaks is yet another endeavour from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places especially at an age when everything is a challenge. With easy-paced itineraries, we are encouraging people to travel the world, no matter what your age is."

Commenting about the TVC, Rahul Nangia, joint national creative director, Law & Kenneth Saatchi & Saatchi, adds, "The film features real people in their real voices. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event."

Thomas Cook (India) is an integrated travel and travel-related financial services company offering a broad spectrum of services that include foreign exchange, corporate travel, MICE, leisure travel, insurance, visa and passport services and e-business.