Kerala Tourism: God’s own ad

The commercial appeals to the spiritual senses, and it works like magic — bringing out Kerala’s charm and appeal like no other ad has done

We have watched quite a few tourism ads from India over the years.

Those produced by the Centre for the whole nation, and those produced by the tourism boards of the various state governments. For the national and international markets. And except for a very few, most have failed to capture the nation/state in the way that they should.

The task gets even more difficult when one has to address international audiences, especially developed nations, whose citizens have preconceived notions about the country. And after the CWG fiasco, these notions are bound be those of fear, loathing and terror.

In that discouraging scenario, in comes a superb ad film from ‘God’s own country’, Kerala. I have been to that state many times, and have always returned feeling refreshed, rejuvenated, happy and most importantly, at peace. Kerala is that unique region in India which has that effect on the traveller. But so far, the communication has always failed to capture that mood, that imagination. But the new advert has changed that.

‘Your moment is waiting’ is the core message. The film has been executed more as a spiritual journey of a young female tourist rather than as a hard sell on the state. And within that mystical journey get reflected the cultural symbols we usually associate with Kerala. The greenery, the folk music, the elephants, the Ayurveda therapies, the Kathakali performers, the backwaters, the boats, etc. But no symbol, no image, appears forced. Every single frame flows seamlessly, naturally, like a sublime river. The commercial appeals to the spiritual senses alone, and it works like magic. The surreal imagery, the hymn-like background track, the sensual art direction… all stays with you long after the ad is done. Without saying the words, the ad tells you that you will discover inner peace and tranquillity in Kerala.

Now if a local, middle class, Kalmadi-ravaged desi like me wants to do Kerala immediately after a single exposure to the ad, imagine the effect it will have on the nirvana seeking, solitude craving, exotica lusting, richie-rich Europeans and Americans. It will work like a Mallu Pied Piper on the firangs.

Outstanding tourism advertising. Raises the bar for Indian advertising in general. Wish more Indian states put in the effort to dig deep within their regions, and find such magical ways to tell their stories. We need such soulful tourism communications now more than ever. After the Commonwealth Games sent Brand India, Destination India, for a toss.

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COMMENTS

Saurabh

7 years ago

Outstanding!! indeed...

Tuesday’s Market Preview: Global cues indicate a soft-to-flat opening

Global cues indicate a soft-to-flat opening for the Indian market today. Markets in the US ended in the red on Monday on a decline in factory orders and the lingering debt crisis in Europe. Rating cuts of corporates by analysts ahead of the earnings season also weighed on the sentiments. The Asian pack reacted to the US rating cuts and was trading mostly lower. The SGX Nifty was down 10.50 points at 6,166.50 against its previous close of 6,177.

Profit booking took away most of the gains accrued in the early session yesterday. While the Indian market had a fairly decent opening, selling pressure in heavyweights led the indices near their opening levels at the end of the session. The negative opening of the influential European bourses added to the woes, ensuring that the Indian market ended flat albeit with a positive bias.

The Sensex shut at 20,475, up 30.69 points (0.15%), after attaining a 33-month high of 20,706 and a low of 20,437 towards the end of the session. The Nifty rose 16.05 points (0.26%) at 6,159. The benchmark swung between a high-low of 6,222 and 6,144, respectively.

Wall Street ended lower overnight on a decline in factory orders and the lingering debt crisis in Europe. Manufacturing orders in the US declined 0.5% in August, following a revised 0.5% increase a month earlier. While there was no single trigger for the decline, worries over European banks and speculations of further stimulus from the Federal Reserve kept investors on the sidelines. This apart, rating cuts of corporates ahead of the earnings season also weighed on the sentiments.

The Dow declined 78.41 points (0.72%) at 10,751. The S&P 500 shed 9.21 points (0.80%) at 1,137. The Nasdaq fell 26.23 points (1.11%) at 2,344.

Reacting to the rating cuts of US corporates by analysts ahead of the earnings season, the Asian pack was mostly in the red in early trade this morning. Cautiousness existed ahead of the Bank of Japan’s announcement of its monetary policies due later today.

The Hang Seng was down 0.15%, Jakarta Composite was down 0.05%, Straits Times was down 0.32%, Seoul Composite was down 0.25% and Taiwan Weighted was down 0.71%. On the other hand, KLSE Composite gained 0.54% and the Nikkei 225 was up 0.02%. The SGX Nifty was down 10.50 points at 6,166.50 against its previous close of 6,177.
The government on Monday asked firms which have been allotted captive coal blocks to submit status report of such reserves for July-September period by 15th October, as part of its drive to weed out "non-serious" companies sitting idle on the allotted blocks.
Treating the matter as "most urgent", the coal ministry said "you being a captive coal block allotee, are requested to send the detailed information for the quarter ended September 2010, positively by 15th October ".

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Robot surpasses all records of box-office collections in the opening weekend

Rajinikanth creates hysteria with Robot; Hindi-speaking territories to offer more shows

Forget Dabangg or 3Idiots, Rajinikanth-starrer Robot is set to rule Indian cinema with its whopping collections in the opening weekend. According to trade pundits, the film has collected Rs95 crore from the combined ticket sales of all three versions in the opening weekend. If you add the ticket sales from overseas, it rises to a record Rs100 crore.

"In the opening weekend, all the three versions of Robot have together collected Rs95 crore, which is the highest-ever in India. If you add the overseas figures, the total collections will increase probably by another Rs7 crore-Rs8 crore," said Komal Nahta, founder-editor of Koimoi.com.

The film is expected to generate at least about Rs120 crore-Rs130 crore more from ticket sales, Mr Nahta added. Just a month ago, Dabangg, with gross collections of Rs48.25 crore at the opening weekend, surpassed
3Idiots who raked in approximately Rs41 crore in the same period. But all this is history now. Robot has remade the box-office record in its own inimitable style.

The USP of the film is "everything", including the special effects and Rajni Sir, according to Mr Nahta. Even those who haven't watched the film are gung-ho about the movie and plan to watch it in the days to come.

Piyush Pandey, executive chairman and national creative director of Ogilvy India, said, "Though I don't want to comment on something I haven't seen, but I can tell you a very dear friend of mine who is the chairman of Lowe, R Balki (director of Paa), met me a day before yesterday. He has seen it in Tamil and said it's fantastic. So, I would like to test his judgement. I will definitely watch it. Such a phenomenon should be seen. The person second to Mr Bachchan is only Mr Rajinikanth. They are the actual fathers of (the) movie (industry) in the country. So, I will definitely see it."

Though Robot was released with a record 2,250 prints and has created hysteria in south India and all over the world including Dubai and Malaysia, in Hindi speaking territories, the shows were few, less than one-third of the shows given to its competitive-release Anjaana Anjaani. But the rave reviews and positive publicity Robot has generated is set to change the trend, Mr Nahta said. "Rajinikanth doesn't run other than in South India. But now hall owners have realised that the movie is a hit and will get more shows in the second week."

Even Mr Pandey agreed with this. He said, "We are not a country but a continent. Regional differences will be there. Mr Rajinikanth will not be what Mr Bachchan is in the Hindi-speaking belt. So Mr Bachchan will not be what Mr Rajinikanth is in those areas."

So is the new record going to change the landscape of Indian cinema and set a new precedent? Mr Pandey differs. He told Moneylife, "These things (box-office collections) are very difficult to evaluate (in the context of) one film against the other. Because of the differences in the ticket rate and circumstances in the days of Sholay or DDLJ compared to now. But, obviously it is hugely successful. I can't compare one against the other. It's like comparing Sachin Tendulkar with Don Bradman."

Robot is the most expensive Indian film ever made with a price tag of Rs150 crore. The robots used in the movie cost around Rs4.8 crore each, according to a press release from the Sun Network. About Rs60 crore has been spent on special effects. The climax has been shot on a set that cost Rs5 crore where Rajinikanth fights with 100 robots that are similar to him.
 

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COMMENTS

Karthi

6 years ago

Accept the truth that rajini is only superstar

knirmala rao

7 years ago

it is very important in feature................so please how desine on robo .........plese send me

hotgirl

7 years ago

100 crores in one week ?publicity stunt which canot be known as well as RAJNI and SHANKAR
howit can be in bollywood with knowing who is RAJNI much?
SOUTH INDIAN MEGASTAR Chiranjeevi ,JAI Chiranjeeva..jai..jai... Chiranjeeva

REPLY

deepak

In Reply to hotgirl 6 years ago

i 2 agree wid u. jai chiranjeva.

uttam

7 years ago

you are too beautiful

Kenny Kor

7 years ago

Inspite of big hit, why there is no publicity on TV and other print media??? why there is no mention in any news channel so far like they did in case of Dabangg & 3 idiots? Is Tamil or Telegu films not considered under Bollywood.??? Pls help me understand.

REPLY

amit

In Reply to Kenny Kor 7 years ago

South Indian films are not considered under Bollywood. only Hindi films are under Bollywood. South Indian film industry is referred as " Tollywood".

dhatri

In Reply to amit 7 years ago

South indian people are bloddy fucker . They suck . Balls .
They need a reality check . Neither they know hindi neither are the able to speak english properly .

Siva

In Reply to dhatri 7 years ago

Why the hell we need to learn hindi. Read what our countries constitution says and then come back and write any blunder ... English ... come down here if you have guts and check.

ARUN

7 years ago

THE MOVIE IS THE BEST OF ITS KIND. VISUAL QUALITY IS AT ITS BEST. AAMIR ONCE SAID THAT "THERE SHOULD BE FREEDOM TO IMAGINE THEN COMES EXECUTION TO MAKE A GREAT FILM" HE ALSO ADDED THAT IN INDIA FREEDOM TO IMAGINE IS A VICTIM OF FEAR OF SUCCESS. NOW AAMIR STANDS BY ROBOT AND SUPPORTS IT. "AAMIR WANTS TO EAT THE BRAIN OF DIRECTOR SHANKAR" SAID AMITABH. AAMIR THUS SHOWED HOW HE IS A MAN WITH NO REGIONAL PREJUDICES AND A MAN WHO APPRECIATES GOOD WORKS QUITE UNAASUMINGLY. HIS ADMIRATION IS "THE BIGGEST CREDIT" FROM NORTH INDIA FOR A TAMIL MOVIE.

lenin

7 years ago

If the writer sujatha is alive ,he might have fine tuned the story ,it was written long ago,it should have updated to the latest trend.

anil

7 years ago

Awesome movie. Hatsoff to Superstar RAJNI, Shankar, Aishwarya rai

rajni

7 years ago

this is the worst creation and movie that hardly any one could even think of...

REPLY

shamanth

In Reply to rajni 7 years ago

rajni is just an isiot.......movie is superb....just watch atleast to fulfill ur heart.........its superb

Coolie

7 years ago

This is the worst film I have ever seen and people comparing it with Hollywood lol bullshit

REPLY

sudhir

In Reply to Coolie 7 years ago

Please .. imediately go to the doctor give a check to your brain if ther's any ....

shankar

7 years ago

Our Rajinikant Deva is Great...
He holds the first place in Indian cenema and after him all actors follows

ramchandran

7 years ago

its a tremendous achievement . The Director's vision is commendable. Kudos to him for getting the cast right. Its a role which no one else except SUPERSTAR RAJNIKANT!!! could have essayed

raga

7 years ago

money only different our film and hollywood film. give me money to indian directors he will beat Hollywood and world film.
thanks for watching this movie

mark

7 years ago

see adout enthiran

dhruvkumar

7 years ago

well done rajnikant
and ashwairya rai

you rock the world

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