Corporate Gypsy: January 2013

Thursday, January 31, 2013

Indian Inbound Tourism: Safety of women key dampener?

Rapes and sexual assaults on women has crossed a threshold of tolerance and has woken up the Indian middle classes. It is something that women tourists who visit the country have been complaining all along and now it is being heard. Right from Ban Ki Moon at the UN to the IMF head at Davos, nearly everyone is monitoring the measures taken by the establishment to curb this menace. An article on this by a tourist..Why India is not safe for women? A travellers take.

Given this scenario, TVC's like the one below are not likely to find favor amongst the targets since the issue of safety would cloud perceptions and render the storyline "incredible" in more ways than one!!

Gujarat Tourism TVC's. 2013. Great Advertising.

“Breathe in a bit of Gujarat” suggests a smiling Amitabh Bachan as the visual backdrop around him showcases the rich colors and customs of this vibrant State. The theme is clearly devotion and the heritage of the State carried through over generations in the form of many rituals surrounding its ancient temples is captured with rare finesse and panache on camera. Amitabh has been used well as a presenter and a Brand Ambassador. He represents both a connect with culture and tradition even while remaining rooting in the contemporary ethos of the land. Gujarat Tourism was previously associated with Mt Abu and the busy commercial city of Ahmedabad. There was a lion sanctuary and that was it. This campaign educates and entices you to take a look at this cradle of civilization, breathe in a bit of its fragrance, savor its rustic flavors, soak in its sights, sample its lifestyle and go back spiritually enriched and invigorated .

In India domestic tourism is led by the motive of devotion and the relatively high footfall in Tirupathi at Andhra Pradesh, in the temples of Tamil Nadu and the influx into Uttar Pradesh all stand testament to this. Gujarat now becomes a stop in the pilgrims path.

Gujarat :Many Offerings