Ministry of Tourism, Government of India: Adventure Down Under

Advertising Agency: Critique Communication, New Delhi, India
Creative Director / Art Director / Illustrator: Vibhav Tandon
Copywriter: Probal Mukerjee

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12 comments

StarlaY's picture
StarlaY
310 pencils

If nothing, these sets of ads are just unfair to India. Taking every famous holiday notion and destination and trying to tell that India offers "all in one package" may be a well intentioned attempt but unfortunately it positions the country no further than copycat culture. Whereas India has a very unique and diverse culture and there is so many ways to tell how diverse experiences India offers without comparing it with other places.
If I want an Alpine vacation, sorry, I'll prefer the real Alpines.... not "similar to" Alpines. If I want to experience the Arabian nights, I prefer to visit Arabia for the real thing.

India has so so much to offer for a visitor, why comparing it with other countries? this, I am having a real hard time to understand.
These ads are nothing but a big fail in terms of strategic approach, in my opinion.

“Inspiration exists, but it has to find us working.” Picasso.

skeMaMen's picture
skeMaMen
426 pencils

Apsolutely agree...

>>> Designed to be signed...

nithinraok's picture
nithinraok
4 pencils

you are right. But i'm bored with the usual ads.. Everyone know India has diverse culture. How many times do you want them to say the same thing again and again..? It is boring.

I feel these ads are great in different approach, and whole new angle.
except for the second one (arabian nights) its really badly edited..

StarlaY's picture
StarlaY
310 pencils

I am not suggesting them to make another boring tourism ad for India. I am suggesting just not to compare with other countries.
Anyway since the ads were made for local market, then they are ok.

“Inspiration exists, but it has to find us working.” Picasso.

copycopycopy's picture
copycopycopy
148 pencils

I feels it's good and fresh. I for one have had enough of India being potrayed as a land of camels and culture and taj mahal and corny photos that romantasize the poor. I feel happy to tell that India has a LOT more to offer than just that. Except that arabian night ad. My god what was all that about????

Vibhav Tandon's picture
Vibhav Tandon
37 pencils

I agree with you, but at the same time this campaign is just of domestic purpose not international. It is an effort to make tourist (Indian) to explore India rather than going abroad. I hope now you agree with me.
Thanks

StarlaY's picture
StarlaY
310 pencils

well, this news changes my opinion about the ads. maybe if you put an explanation sentence to avoid the misunderstanding, it would be better.

“Inspiration exists, but it has to find us working.” Picasso.

CuriousPencil's picture
CuriousPencil
4227 pencils

Absolutely agree, from your first comment to the last. I went through the same thought processes, then discovering it was an 'internal tourism' campaign changed things.

CuriousPencil's picture
CuriousPencil
4227 pencils

This one's the least forced of the bunch.

shahidali's picture
shahidali
4063 pencils

Even if for internal communication, India should promote what it has rather than what it has like Scotland or the Alpine. Seriously, I felt like I wanna take a tour to Scotland pretty soon.

shahid

Vibhav Tandon's picture
Vibhav Tandon
37 pencils

This Advt. Bagged PATA Gold Award 2011 for Marketing Media - Travel Advertisement Print Media, Incredible India domestic creative – ‘Adventure Down Under’ Ministry of Tourism, Government of India

I'm Happy for that.

clayology com's picture
clayology com
235 pencils

@StarlaY - You are right..but India is changing fast and the demographic of visitors who visit India needs a bit of both world.

Ads u create needs Attention!! http://www.claycardstudio.com

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