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NEW DELHI: It's not quite often one gets to see a proactive approach
from the bureaucratic offices. But Maharashtra Tourism Development
Corporation (MTDC) is proving to be an exception.
MTDC, which is gearing up for the launch of luxury train 'Deccan
Odyssey' in October this year, has already released a print campaign
in the leading publications of Europe, US and Asia.
The first part of the campaign, which lasted for three months,
was released in January earlier this year. The next round of advertisement
is scheduled before the launch of the train.
The corporation has roped in the services of advertising agency
Ogilvy & Mather India, Mumbai office, for promoting the train modelled
on the style of Indian royalty. In all, four advertisements have
been created and the scheduling and placement of the advertisements
is being handled by MindShare India.
MTDC has released all the four advertisements in the UK edition
of Condenast Traveller and Travel Agent in the US.
Other publications include Tutturismo, Gulliver's India and
Quality Travel India from Italy.
France, Germany and Japan are the other key international markets
being targeted.
Sumanto Chattopadhyay, senior creative director, O&M, said, "The
brief from the client (MTDC) was to communicate the launch of a
super luxury train in Maharashtra, in which passengers travel like
Indian royalty. The advertising has been released internationally
well in advance as this kind of a lead time is required for the
international trade."
The common headline in all the `Deccan Odyssey' advertisement is:
"A train journey where you travel like Indian royalty." The body
of the copy reads, "The Deccan Odyssey invites you to experience
the decadent comforts of India's regal past. Travel from Mumbai
to Ratnagiri, Goa, Pune, Aurangabad, Nashik and back..."
The four advertisements depict royalty through a chain of elephants,
palanquins, horse drawn carriages and boats, symbolizing a train.
"We depicted Indian royalty through elephants and boats, which
were the traditional way of commuting in the ancient times. These
were the royal ways of traveling and we accordingly conceptualized
the idea. We shot in various locales in Maharashtra for 11 days
and it was a great experience," said copy supervisor of the campaign,
Sukesh Nayak.
Deccan Odyssey will start its journey from Mumbai and take the
tourists on tour of Ratnagiri, Sindhudurg, Goa, Pune, Aurangabad
and Jalgaon, covering Maharashtra in eight days.
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