The Golden Chariot: Female

Travel like royalty.
South India's only luxury train
The Golden Chariot

Adertising Agency: Stark, Bangalore, India
Creative Director: Sharat Kuttikat
Art Director: Santhosh K
Copywriter : Sharat Kuttikat
Production House: Imran Khatri Productions

Photographer: Vikas Vasudev

Stylist: Hazel

Digital Artist : Healing Tool
Published: November 2010

31 comments

Guest's picture
Guest

ha..ha..ha..ha..ha...what else?

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Very literally. She doesn't look like she can really lift those bags either, kinda shows how clumpsy they are.

whatthefudge's picture
whatthefudge
1268 pencils

Before you comment, make sure you know what the ad's about. They're not trying to sell bags.

Jinxy79's picture
Jinxy79
63 pencils

Then they need to change the ad....

Billoughsby's picture
Billoughsby
5091 pencils

The Coachman will appear momentarily to take Madame's baggage.

;)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

logobigger's picture
logobigger
4 pencils

Pity the people who did this...art is good.. These jerks dont even know the basics of print advertising...saying and showing the same thing? pathetic!!!

morse's picture
morse
16530 pencils

Yes, it's a repetition. Don't say what you show. I agree with logobigger.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Mukesh's picture
Mukesh
202 pencils

Isn't it the first thing that would come to ones' mind when talked about heritage trains/royalty/exclusivity?

Mukesh Lekhwani

logobigger's picture
logobigger
4 pencils

Yeah Mukesh...'first thought' as we call it...waste of money!!!!

Blashyrkh's picture
Blashyrkh
32876 pencils

A royalty does not travel with urban transport.

Guest's picture
Guest

Louis Vuitton called and said thanks for nothing.

CommandZ's picture
CommandZ
2486 pencils

Ah yes, the dreaded "see & say", pretty bad.

Guest's picture
Guest

Call me a sentimentalist, but I tend to enjoy things like a concept. Try to have one.

Guest's picture
Guest

the art is brilliant by the way...kudos to the art director...but copy sucks! wondering how the creative director nodded 'yes' to such a juvenile idea!!!apart from art direction this campaign is fuckall!!!

Guest's picture
Guest

they won't sell train tickets either!! LOL!!!

CuriousPencil's picture
CuriousPencil
4227 pencils

The art direction a bit crosseyed for me. @Whatthefudge - don't you think it's a bit telling that you have to find out what's being sold *before* looking at the ad? Isn't that an ad's primary purpose? This ad sells bags. Small bags, upper middle-class luggage bags, not Royalty bags, which would be, I imagine, larger and More.

This ad *doesn't* sell travel: it's a white woman in a flouncy dress by a grubby chair and a clock whose little hand is dot-on 4, big hand dot-on 6, which means when the big hand hits 12, the time will be as off-mark as this ad (which doesn't sell trains) is.

Having just seen the website though, I'm not convinced this ad won't work. The train has comfy dining chairs as seating, and a treadmill for those who fancy taking a break from their luxury tour to have a bit of a workout. It may be a cultural thing, using high end luggage as bait - "Got these? Ride this" style.

Still misleading art direction though.

whatthefudge's picture
whatthefudge
1268 pencils

What? The ad sells bags just as much as it sells fancy dresses.

CuriousPencil's picture
CuriousPencil
4227 pencils

No. It sells bags because luggage is part of travel. Fancy dresses aren't compulsory.

SCHIZFLUX's picture
SCHIZFLUX
40 pencils

royalty sells in India. honestly, i think it's a cheesy appeal.

Guest's picture
Guest

shes beautiful. that's the strongest point

shahidali's picture
shahidali
4069 pencils

Good idea for the TG in context of South India. Will have cut through with clear message. Art work is also good. However, the bag doesn't match with the ambiance and too many also.

shahid

riyelam's picture
riyelam
370 pencils

Typography sucks. No maturity, let aside Royalty

Guest's picture
Guest

They are advertising an upmarket tourist train that visits places of importance in India - Its not a regular passenger train. In that context, I feel by saying 'travel like royalty', the message is not coming through. Liked art direction though.

Guest's picture
Guest

A for Apple?
poor copy good art direction, bad styling (substandard bags)

sarathg.G's picture
sarathg.G
4 pencils

what is this??? what you mean here? one thing the photography is super,...

Dzsoi's picture
Dzsoi
6363 pencils

Brainstorm Like Creative.

Guest's picture
Guest

When have the South Indian royals looked like that? Simple but huge blunder.

CuriousPencil's picture
CuriousPencil
4227 pencils

No mention of the royalty's origin, otherwise it'd be 'travel like your royalty', and given the general trend toward skin whitening as beautification, this pallor is pretty much the goal for 'women of fashion' in the target group.

khronos's picture
khronos
998 pencils

too excessive...and as mentioned above, at first glance it looks like a fashion brand, no cohesion between the copy and the ad, looks like it was done on a train :P

fala fulani's picture
fala fulani
254 pencils

They din't need tho copy, just the visual and logo would have made it work.

imtiyazkhan's picture
imtiyazkhan
49 pencils

Coolie..hey Coolie ( porter..hey porter..where is the porter?)

khanz

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