| The 'tick campaign', which relates various European
destinations such as Big Ben, London with Rajabai Tower, Mumbai, and
Mahalaxmi Race Course with Ascot in England, has been used previously
to promote various locations in Maharashtra over the past three years.
On the brief from the client, O&M’s senior creative director
Sumanto Chattopadhyay says, "Ashish Kumar Singh, head of Maharashtra
Tourism Development Corporation, asked us to create a campaign to
promote Mumbai as a worldclass tourism destination. While we explored
various options, we ultimately decided to continue with the 'tick'
campaign format which has already been used very successfully. The
'tick' campaign format basically allows us to benchmark destinations
in the state with popular destinations across the globe."
For example, one advertisement shows a picture of a clocktower.
Below it are two boxes. One is labeled 'Big Ben, London' while the
other one says 'Rajabai Tower, Mumbai'. "It is actually a picture
of Rajabai Tower. But it looks remarkably similar to the Big Ben!"says
Chattopadhyay.
Apart from the Rajabai Tower advertisement, two others have been
released in December last year. One features Flora Fountain (comparing
it to a fountain in Venice) and the other features the Asiatic Library
(comparing it to the Pantheon in Rome).
Two more have been planned for January. "Ones to be released
in January feature the Prince of Wales Museum and the Mahalaxmi
Race Course. Owing to its Saracenic architectural style, the Museum
has been compared to a Moorish palace in Seville, Spain. And the
race course at Mahalaxmi has been compared to Ascot, in England,"
he says.
The agency has deliberately worked on the black and white lay-out,
considering the sites in the city.
"While we have retained the same layout style as before, we
have made one important departure: As most of the heritage sites
in Mumbai look more elegant in black and white, we have used black
and white photography for this round of the 'tick' campaign,"
says Chattopadhyay.
O&M Mumbai has also been involved in international campaigns
for MTDC in the past. For instance, the agency had created series
of print advertisements for luxury train 'Deccan Odyssey', promoting
the train modeled on the style of Indian royalty.
The campaign was released in publications such as 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 among the others.
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