MAM ropes in Orchard as creative partner

MUMBAI: Leo Burnett‘s agency Orchard Advertising has been awarded the creative mandate for holiday information portal

The agency will be in charge of the ATL and BTL activities for the brand.

Orchard VP and head of office Anish Daryani said, " is a phenomenal business idea, where the power of user-generated reviews is leveraged to make holiday planning easier for the Indian traveller. This involves a massive change in human behaviour, where people need to overcome the inertia that keeps them from sharing their reviews in a public forum. This is a fantastic opportunity for us to use our proprietary HumanKind model to influence consumer behaviour, giving a larger purpose - that of harnessing the power of user reviews to create a smarter Indian traveller."

Orchard recently kicked off the first campaign - Goa to the Power of HolidayIQ -an anthem for the holidayer in Goa - called "hiq!it", composed and sung by Remo Fernandes and co-written by Thomas Xavier. Additionally, there is an activation exercise through a specially designed tablet device called the "hiq!PAD", where hoteliers can get their guests to digitally collect reviews and take it live in real time. An activation team has also been stationed across popular tourist destinations in Goa, collecting reviews through the "hiq!PAD".

Orchard NCD and chairman Thomas Xavier said, "We want to unleash the power of guest reviews for HolidayIQ. We‘ve devised the term ‘hiq!‘ which isn‘t a mere abbreviation of HolidayIQ, but stands for ‘Holiday Inspired Quote‘. Going forward, we intend to make ‘hiq!‘ part of common parlance which means ‘a review‘. From a HumanKind perspective, a ‘hiq!‘ is a gift from one traveler to another." founder and CEO Hari Nair said, "Orchard was able to envisage our brand in a larger-than-life manner, and their team has displayed tremendous passion and interest towards our cause. We feel we‘ve found the right partner in Orchard and look forward to a long and fruitful partnership."

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