: Brand Saga: Kerala Tourism, a testimony to the power of storytelling in the digital world #IndiaNEWS #Brand Saga The concluding part of the Kerala Tourism advertising journey explores how stories

Brand Saga: Kerala Tourism, a testimony to the power of storytelling in the digital world #IndiaNEWS #Brand Saga
The concluding part of the Kerala Tourism advertising journey explores how stories from the state down south, keep us on the edge of our seats every time a new campaign hits the floor.

Last week we deep-dived into the scenic locales of Kerala through ad campaigns that aimed to make it a must-visit on every traveler’s bucket list. Much of that was achieved until 2015 when the national and global population became very well versed with the significance of God’s own country and its enthralling beauty. Here we take a look at campaigns that held stories so gripping that the Kerala Tourism advertising journey got catapulted to a whole new level over the years.

Building Brand Kerala- Kerala Tourism Advertising Journey

In 2014, Kerala Tourism rolled out a set of evocative films inspired by true stories that reflected the new possibilities from Responsible Tourism initiatives which were opening up in the state. The campaign titled ‘When the World comes to Kerala, New Worlds open up’ was conceptualized by Stark Communications and produced by the Kerala Institute of Travel and Tourism Studies (KITTS) for Kerala Tourism.

The ad films directed by Anwar Rasheed of Anwar Rasheed Productions were launched as a part of Kerala’s Responsible Tourism initiative launched by UNTWO Secretary-General, Taleb Rafai at the World Travel Mart in London. They were aimed at evoking pride in the culture and traditions of the state’s land, create awareness about preserving its priceless ways of life and celebrate the new possibilities and journeys that responsible tourism opens up in the villages of Kerala.

Starring real people and site-authentic stories of tourists visiting local communities, sharing homemade meals, and watching and engaging in cultural performances, the films reflected the idea that when the world comes to Kerala, new horizons open up.

After a successful stint with ‘The Great Backwaters’ launched on a global stage and ‘New World’ campaign, the Kerala Tourism board joined hands with its long-standing creative partner Stark Communications to launch ‘Its time for a break – Visit Kerala’ in 2015.

The series presented Kerala as a natural antidote for urban Indian families living 247 with technology and the internet. With screens of different sizes and shapes fast taking over the minds of kids, urban families realize that its time they gave their young ones a break amidst nature in Kerala.

With an objective to inspire urban Indians to take a much-deserved break, the TVCs ‘Kitchen Caper’ and ‘Virtual Insanity’ also drew attention towards the Ayurvedic beauty and a perfect escape from the urban monotony.