ASIA-PACIFIC – INDIA, MARCH 22, 2013 – Tour operator Kuoni India launched a new television commercial in line with the new brand architecture recently announced by the company for their mainstream holiday business. The new commercial highlights the brand promise of ‘We are for holidays’ and inspires consumers across segments to stand up for their holidays
The spot seeks to change the mindset of Indian holidaymakers by promoting holidays as a priority for everyone. The ‘paper plane’ TVC, conceptualized by the creative agency TBWA is based on the insight that Indian travelers plan their holidays with enthusiasm spending days and night thinking, dreaming and planning a holiday. However, the realities of everyday life like work, savings or responsibilities bring them back to being an adult contemplating to embark on that much desired holiday. The TVC encourages them not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime.
Commenting on the creative track of the new TVC, Kuoni India deputy COO Vishal Suri said: “The creative showcases the child-like enthusiasm and the excitement of planning and eventually taking a holiday and is urging the consumers to never let their holiday spirit die. This campaign endeavors to motivate every Indian to make holidays a priority and to lower the guilt associated with taking holidays.”
Shiv Sethuraman, group CEO, TBWA India said: “Asians in general and Indians in particular are a hardworking people. While this is largely a good thing it does mean that we are ridden with guilt when it comes to taking a holiday. ‘Paper Plane’ is a charming and moving story about the child in all of us. The child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world. Rahul Sengupta, our NCD, has written a superbly insightful tale and Hemant Bhandari of Chrome Pictures has brought it alive in the most magical and charming manner imaginable."
CREDITS
Creative Agency: TBWA\ Mumbai
Client: Kuoni
National Creative Director: Rahul Sengupta
Executive Creative Director: Rahul Ghosh & Siddharth Deo
Senior Creative Director(s): Rishi Chanana & Souvik Datta
Agency Producer: Hriday Dowerah
Managing Director: Nirmalya Sen
Executive Vice President: Aejaz Khan
Account Director / Senior Account Executive: Manish Tilwani, Priyank Pant, Sheetal
Mehta & Amrita Chatterji
Planning: Aditya Nagavekar
Production House: Chrome Pictures Private Limited
Director: Hemant Bhandari
Producer: Puneet Bhatia
Cinematographer: Tapan Basu
Art Director:Prasun and Gauri
Chief AD: Vijay Veermal
2nd AD: Vivek & Anand
Costume: Urmi daga and Hemal Ved
Casting: Vijay Veermal
Production Manager: Tufail Ahmed
Project Co-ordinator: Napolean Daniel Amanna
Offline editor : Dev Rao Jadhav
Online editor: Sunil Pathak
Colorist: Prashant Sharma
Sound Engineer: Arun Cresto
Music: Micu Patel
Music Programmer: Ketan Sodha
Post Producer :Mithun R Shaw
Asst. Post Supervisor :Nihal Vaidya
Post Production: Pixion
Accountant: Yogesh Limbachiya
Sr.Accountant :Kalpesh Darji
