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Padhaaro Mhaare Desh

The Center of Attraction: Rajasthan is no less than a shining star when it comes to Indian tourism. Its attraction power on tourists from both inside India and abroad is a big source of employment and income for many. The tourism sector owes Rajasthan about 1.5 million tourists every year. With the launch of this multi-crore campaign, this number is expected to double by 2020.


The Tag Line: Moving on from the last campaign designed around the tagline – ‘Padhaaro Mhaare Desh’, the Rajasthan government gave way to a fresh perspective of this Golden State – ‘Jaane Kya Dikh Jaaye’. The responsibility of the campaign was given to none other than Ogilvy & Mather, one of the leading ad agencies of India, who came up with this tagline that goes a long way in creating an impact by getting into the psyche of the audience with four simple, meaningful, curiosity generating words.


The Idea: Designed meticulously, this campaign’s secret to success was the idea that Rajasthan is a kaleidoscope of experiences. From highly diverse cultures to a great number of awe-inspiring sights, Rajasthan shape shifts like its famous sand dunes every few hundred miles. This premise was used as a brilliant stage for setting up campaign ideas that could explore anything. As compared to previous campaigns, here it was not just the camels, the desert, the people of the land that were stressed, it was the wholesome feeling for the viewer and the experience of Rajasthan that was highlighted.


The Aim: Keeping with the aim of the campaign, which is to attract as many people as possible, the ads were created around a well-defined set of experiences that ranged from soothing, to adventurous, to completely mesmerizing. We see a small girl Meera filled with awe while inside her hot air balloon over the land of castles. Here, we see the innocent fairytale land of “Meerasthan”. Similarly, we see many other versions of Rajasthan from the eyes of different people of different ages and ethnicities. Every one of these many ‘Rajasthans’ showcases a very different world, highlighting different locations in the state.


The Product: Every ad campaign’s strength depends largely on the product it is selling. Rajasthan as a product is one of the best that one could hope for. The question here was not whether the product was good or bad, the question was how hugely spread out it was. Rajasthan has too many features, too many USPs. It is a product that needs to be discovered in its entirety before it can ever be converted into an ad. And, it is obvious from the visuals and locations used in the videos, that O&M did a lot of homework, and pulled it off very well.


The Logo: One of the striking features of this campaign was its logo, which became quite talked about. Very ingeniously designed, it shows two seated camels with two birds in the sky above. Alternately, one can also see in the logo the face of a Rajasthani man with a royal moustache and eyebrows where the birds are. In essence, this logo carries forward the theme of varying perceptions and experiences of Rajasthan.


The Effect: Using the surprise element of Rajasthan’s unexplored terrains, this campaign was able to create a massive ripple in the minds of the public with its artistic yet focused approach. The feelings of wonder, awe and unexplored new vistas of Rajasthan were effectively communicated, successfully creating a sense of curiosity and splendor for Rajasthan. Undoubtedly one of the best works of O&M, the long term effect of the campaign remains to be seen, and only time will tell…


Till then, who don’t you pack your bags and head over to Rajasthan? Come and take a first-hand experience of the wonder we have been talking about. Cause you never know, Jaane Kya Dikh Jaaye!