Time Duration: 3:06 Minutes
Agency: Nirvana Films
Director: Prakash Verma
Reviewers: Ashwin S Prasad, Himanshu Singh Gurjar and Juthika Kamdar
Target Audience: International & Domestic Travelers
Appeal: Youthful and Full of energy
This visually
breath-taking advertisement discovers the adventures and experiences of a young
foreigner woman’s 2nd visit to India where she captured journey from varied
parts of the country.
The ad beautifully establishes
India as a warm, loving and a caring country, where people visit and wish to come back again and again. The vast expanse and experience of the country is such that
one never tires to return and experience it again and more. The country has
everything to offer from the snow-capped mountains to Leh-Ladakh, the Kutch desert
, paragliding, the boat races, the royal heritage, religion, lakes, beaches and
lots more. Not only do they capture the sites to visit but also the Indian
spirit in the form of religion(The Golden temple), passion(A Cricket match),
the hospitality in forms of lifts on a bike, food in the blue city of Jodhpur,
festivals(Holi), the old art of Ayurveda(Himachal), the soothing oil
massages, the ancient art of Yoga.
Since it is the woman’s
second visit they also show that she knows how to deal with the locals where
she puts her scarf in a bus to block a seat. She automatically adjusts herself
to the ways of life in the country and language.
In the inner subconscious
they also showcase how it is safe for a single woman to travel in a country
with a vast culture and religions. Be it a bullet ride on the mountains, local bus
rides, boats and treks.
Our
Rating for the AD
Recall (out of 10)
Brand Recall 8
The
first 2 seconds of the ad captures our interest and we know it is “Incredible
India” and we remember it even with
just the music, but depending on the international audience may not feel the
same so it can vary.
Tagline
8
The name
itself is the Tagline and the entire video revolves the country, it beauty and
simplicity.
Target audience Connection 8
The ad
makes it so easy for the traveler to connect with it, by showing the various
aspects, of fun, the adventure, the hospitality, the scenic beauty, the
festivals, cultural exposure, and the relaxation. This campaign the focus in
more on adventure with paragliding, mountain treks, mountain climbing, motor
bike rides in Leh, mountain biking, wildlife, etc. introducing India as an
adventure spot too.
Entertainment 8.5
The cast
and characters (the south Indian nodding heads, to the shy women) including the
animals makes it an entertainer.
Emotional Appeal 8
The ad
is very spiritually Indian with lot of common aspects being in focus when it
comes to experiencing the country. Even the background score syncs with the
moods and emotions of the traveler.
Execution (out of 10)
Story/Screenplay 7
The
story is very simple where the video is divided into 4 basic aspects of the
traveler’s journey of fun & food, culture & hospitality, adventure and
relaxation.
Music 8
The
music goes well with the visual where there is a sequence of scenes of Relaxation,
culture, fun & food and Adventure. The music tempo changes with the emotion
of the scene. Higher beats for adventure, soothing slow rags for relaxation,
fun break beats for the fun part.
Cinematography 8
The
entire topography is captured exceptionally the mountains, rivers and the lakes.
Acting
7.5
The
traveler’s emotions are depicted when she ponders in her free time about the
experiences. The south Indian nod, the old woman’s warmth in the Himalayas
while applying Ayurveda medicines, the man speaking broken English, to the
genuine smiles of the Locals, all add to the acting of the cast.
Casting
Patricia
Malone (The Mentalist co-star) – she looks fresh, safe happy, excited with pleasing
face.
Cost Vs Impact 6
The cost
is high considering the production cost of capturing so many locations for one
ad!
No comments:
Post a Comment