'The idea was to create curiosity by showing a bit and concealing a bit’
Q&A with Raghwendra Singh, MD, MP Tourism, on ‘Sau tarah ke rang’, increase in marketing budget, and more.
Your association with O&M started in 2006 and the last campaign (‘shadow’graphy) was very well received. Tell us about the new campaign ‘Sau tarah ke rang’.
This is a continuation from the previous ad. The idea was not to show the actual tourist spots in Madhya Pradesh but to create curiosity. The new TVC is an artistic representation of the various locations of MP. The ‘MP ajab hai gajab hai’ campaign was launched in 2010. So we wanted to have some sort of a connection to that.
What was the brief given to the agency?
The last commercial was ‘shadow’graphy and we created that drama by using fingers. This time we told the agency that there has to be a depiction of the location but in a very subtle manner. The idea was to create curiosity by showing a bit and concealing a bit.
What is the annual advertising budget of MP Tourism? And tell us about the media plans for the new TVC.
This year we have increased our marketing budget from Rs 25 crore to Rs 33 crore.
We do not want to put all our eggs in the same basket. And we do lot many things together. We use popular mediums like television, radio, print, and digital. We go for road shows abroad in markets like London, Berlin, Australia, New Zealand, Middle East and South East Asia. We have earmarked some money for fairs and festivals and some cultural events. And this year for the first time we are going to introduce air the new ad film is various cineplexes and multiplexes. We want audiences to experience the grandeur of this TVC, the visuals, the music, the lyrics and so on. We have some plans for print advertising too around this new TVC. We had taken some pictures while making the film. We have to now see how we can use those pictures on the print media.
CHANDAN SINGH
PGDM 2sem
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