This happens rarely in Indian advertising – an ad film was premiered in London amidst a bevy of celebrities. The film – for Kerala Tourism and directed by Prakash Varma of Nirvana Films is ‘aimed at a global audience of experience seekers’ says Dr. V Venu, Secretary of Kerala Tourism.
I was waiting for something to happen as I sat through the film…something big, something interesting. But that was not to be. Maybe I am biased given the work on Incredible India by the same film maker. Most tourism ads for countries attempt to showcase the country with breathtaking visuals. Dr Venu is right in saying: ‘the film is cinematic in style, is sophisticated and highly emotive. It is not the traditional slide-show of pretty pictures of places and people’. Remember the Baz Luhrmann directed, Walkabout commercial for Tourism Australia? That wasn’t a pretty picture too – but didn’t work me (as a potential tourist).
Maybe the new Kerala Tourism ad will work for the UK, France & Germany audience for whom this will be full of mystique and intrigue. The music has a haunting quality about it too. What say?