CNN International unveils tourism advertorials to promote India

MUMBAI: More vacationers are likely to choose to wile away their holidays in India rather than other popular tourist countries. CNN International, in an initiative to promote India all around the world in association with the India's ministry of tourism (MOT), has produced a series of six 60/45/30-seconds advertorials.

CNNI had commissioned Bang Productions Singapore Pte Ltd to produce the series for MOT. The six films, which was unveiled at overseas marketing meet organised by MOT in the Delhi earlier. The vignettes are now being aired on CNN International on a world-wide basis, which kicked off on 22 September and will run uptill March 2007.

India’s travel and tourism market has been valued at US$42 billion in 2005. The vignettes are based on six pillars that include health, modern Art, Golfing Holidays, Hip Hotels, Fashion & Shopping and Heritage in India. The current promotion has more clearly defined these pillars which are in keeping with the viewing audience of CNN International. 

The objective of the campaign is to increase the flow of tourists into India from September till end February-early March. The produced advertorials will be running alongside the Incredible India commercial, produced by Bharat Bala Production, according to an official release.

Turner South Asia advertising sales VP Monica Tata said, “India has a lot to offer to the world and through these brilliantly shot six vignettes, we hoped to capture the true essence of a 'new age India’. We believe that these series of vignettes focus on India as a modern, upmarket, contemporary and unique place. CNN International believes in partnering with clients to offer them the solutions they need across the world.”

“This is in response to the long standing relationship that CNN enjoys with the Ministry of Tourism in India. The ministry has been using CNN to promote Indian tourism globally. The six advertorials are a reflection of the different facets of Indian tourism,” Tata further added.

All the segments have been shot on film and not on Digi-beta or video. The vignettes are based on six pillars and they include:

Health: This segment is hosted by Deepak Chopra MD, acknowledged as one of the world's greatest leaders in the field of mind body medicine. Deepak Chopra carries the film beautifully from the prayers being offered at the Ghats (shore) of Rishikesh to the Oberoi Wildflower Hall spa (one of the world’s best) ayurveda, meditation and yoga resorts. India is whole – it is holy and it is healing. The vignette depicts the spiritual side of Incredible India.

Modern Art: This segment has been hosted by the international photographer, Frederic Lagrange from New York. The film was shot at various locations in Delhi, including the National Gallery of Modern Art, Garhi Artists Studio and Jantar Mantar. The film also has shots of famous Indian artist, Anjolie Ela Menon. Frederic talks about art and how it is omnipresent in India, on the streets, through movie hoardings, in galleries, through canvases of famous Indian artistes etc.

Golfing Holidays: This vignette has been hosted by India’s top professional golfer, Jeev Milka Singh – the current winner of the China Open Golf Championship, and was filmed at Delhi Golf Club, the DLF Golf and Country Club in Gurgaon to promote 'Golf Tourism' in India. It has some beautiful shots of the monuments at the Delhi Golf course, one of the only golf courses in Asia meandering through ancient monuments.

Hip Hotels: This advertorial was shot at the Lake Palace Hotel and Devigarh Fort Palace in Udaipur, and it was hosted by renowned investment guru and author - Dr Mark Mobius from Franklin Templeton Investments. Both hotels have earned a reputation to be one of the world’s best.

Fashion & Shopping: This advertorial was hosted by the US supermodel and actress, Saira Mohan. The segment was shot in Delhi during the India Fashion week, showcasing Indian designers like Tarun Tahiliani, the depth and vision of Indian fashion, jewellery & handicrafts and other fashion/shopping locations around Delhi.

Heritage: This segment was hosted by the renowned Indian Sufi singer, Zila Khan, daughter of late Ustad Vilayat Khan. The film was shot at Taj Mahal in Agra, Fatehpur Sikri, a city made by emperor, Akbar in the late 15th and early 16th century and Agra Fort.

Latest Reads
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories