Samsonite India in it's latest campaign #KeralaIsOpen urges people to rebuild the state's economy and revive its tourism, conceptualised by Autumn Mumbai.
Known for its golden palm-lined beaches, emerald backwaters, tea plantations and powerful art forms, the state of Kerala provides diverse opportunities for the travellers to rejuvenate. However, the Gods own country, otherwise high on tourism footfall, has suffered a setback owing to the recent devastating monsoon floods which has caused economic instability. Considering a substantial segment of Kerala’s employment is generated from tourism, this sudden decline massively affected the people whose livelihood depended on the sector.
Samsonite took up the initiative to launch the campaign focusing on reviving the Kerala tourism.
Having been the first-hand recipients of Kerala’s eagerness to welcome its guests; the applauded brand incepted a campaign that appeals to tourists around the globe to visit Kerala. Through this initiative, Samsonite endeavours to motivate more tourists to experience the affection of the beautiful state.
Having overcome the adverse impacts of the calamity with courage and unity, Kerala is now open to welcome its much-awaited guests. As a part of the #KeralaIsOpen Campaign, the travel brand portrays the essence of Kerala through a impactful short film. This beautifully rendered video captures the essence of how every individual involved in the tourist sector from taxi drivers, lodge managers, elephant mahouts, among others are eagerly waiting to offer their welcome their guests.
This campaign’s mission is to enable travellers to come together and revive tourism in Kerala. Commenting on the initiative, Anushree Tainwala- Executive Director-Marketing, Samsonite South Asia said, “Through this campaign, we hope more and more people travel to Kerala. We want people to recognise that the only thing more unique than Neelakurinji is the heart of the people in Kerala. So let’s now embrace the uplifted spirits of the people and travel to Kerala because #KeralaIsOpen.”
On the creative thoughtprocess, Bodh, Vice President and Branch Head, Autumn Mumbai said, "Kerala Floods 2018: Tourism Comes To Grinding Halt In Flood-Hit State.”…Was reading many more such news articles and instantly felt that as a socially aware and responsible digital agency we needed to do something about it. Luckily we already had a World Tourism Day brief with us for over a month from our Client Samsonite which we were not being able to crack. We decided to pitch this thought to Samsonite. They were apprehensive in the beginning knowing that it could easily backfire but eventually decided to green signal the campaign. I think what worked for all of us was the intent. It was all heart. And everybody who got associated with this campaign from our Client to our Copy Writer Nishanth Ananthram, who wrote the script and the entire team at Autumn Worldwide to the Director of the film Deepti Nagia, the Editor, the DOP, the Music Director, the Sound Engineer, the VO artist, the Violin artist...the entire team just protected that intent all the way till the end. That this campaign is for Kerala…for all the beautiful people of Kerala and for Kerala tourism. Kudos to the Samsonite team for believing in this idea and supporting it."
Client: Samsonite South Asia Pvt. Ltd.
Agency: Autumn Worldwide
Vice President & Branch Head: Bodh Deb
Creative Director: Nishant Ananthram
Brand Manager: Eram Khan
Production House: Momomoto Studios
Director: Deepti Nagia