MUMBAI: To promote the latest campaign launched by Madhya Pradesh Tourism, Ogilvy Mumbai has created a new TVC along with shadow artistes of Bengal.
 
‘MP ajab hai, sabse gajab hai‘ is the third campaign launched by MP and is based on the ancient art of shadowgraphy. The art form woven around an earthy and rustic musical jingle captures some of the unique and surprising facts about the state.
 
While tourism advertising typically shows visuals of tourist destinations, Madhya Pradesh Tourism has consciously focused on creating advertising which is ‘non-tourist‘ in nature, both from a strategic as well as a creative point of view. Through its ads, MP tourism has tried to present Madhya Pradesh in a true earthy and folksy way or perhaps now in a more Indian form.
 
To give the commercial a distinctive look, its entire narrative captures key landmarks of the state in a stark manner against a simple white screen.

The new commercial, created by Ogilvy Mumbai, will be supported by a 360 campaign to intensify engagement with consumers through media like radio, print and digital.