Warm and Invit­ing

The five-minute-long film, has been cre­ated by JWT In­dia and shot by Amit Sharma’s Chrome Pic­tures.

The Brand Reporter - - EDITORIAL - By Su­raj Ram­nath su­raj.ram­nath@afaqs.com

The cre­ative team moves away from show­cas­ing land­scapes.

When was the last time you saw an ad for tourism that didn’t fo­cus too much on the lo­ca­tion’s scenic beauty and land­scape? This ad for Jammu & Kash­mir tourism does that quite nicely. The fact that news em­a­nat­ing from Kash­mir is mainly neg­a­tive, peo­ple tend to look at other des­ti­na­tions as hol­i­day op­tions.

To change this per­cep­tion of Kash­mir and the Kash­miris, Jammu & Kash­mir Tourism has come up with a new cam­paign, ‘Kash­mir The Warm­est Place on Earth’, that doesn’t fo­cus on just the land­scape, but also high­lights the warmth of the Kash­miris to­wards vis­i­tors. The ad has been con­cep­tu­alised by JWT In­dia, di­rected by Amit Sharma and pro­duced by Chrome Pic­tures.

In the TVC a young cou­ple are taken around var­i­ous places by a man who, they as­sume, is from the tourist cab ser­vice they had hired. It turns out that he is a stranger who felt obliged to show them the sights of the beau­ti­ful state.

We asked Senthil Ku­mar, chief cre­ative of­fi­cer, JWT, about the dos and don’ts while mak­ing a tourism ad. He says, “I don’t know about the don’ts, but the dos are to cre­ate magic around what the place is all about; to make it a desti­na­tion for trav­ellers to look at pos­i­tively.”

Ex­plain­ing the shift of fo­cus from the tra­di­tion of sim­ply show­cas­ing the land­scape, Ku­mar says, “There are a lot of neg­a­tives about Kash­mir. The idea it­self is about chang­ing the con­ver­sa­tion. To go to a par­adise like Kash­mir where peo­ple are so warm hearted is what Kash­mir is all about. It was re­ally not about show­cas­ing ev­ery nook and cor­ner of the state, but to show­case the pow­er­ful emo­tion of warmth.”

The ad has been shot in Srinagar, Dal Lake and Pa­hal­gam. Talk­ing about the chal­lenges faced while shoot­ing, Amit Sharma, co-founder and di­rec­tor, Chrome Pic­tures, says, “When you go to Kash­mir, the first chal­lenge is where to shoot since it is so beau­ti­ful. I shot so much footage that dur­ing our edit­ing, it be­came a ma­jor chal­lenge to fig­ure out what to keep and what to edit out; I didn’t want to make too long a film.”

He adds, “I wanted to shoot in nat­u­ral light so we had to stop our shoot in-be­tween and wait for the right light­ing. Gen­er­ally, I shot in the morn­ing and evening be­cause the rest of the time the light is flat, that was an­other chal­lenge. We shot for four days and cap­tured 22 lo­ca­tions.”

RE­VIEWS

We asked our ex­perts to re­view the ad and this is what they said.

Anish Vargh­ese, na­tional cre­ative di­rec­tor, Iso­bar In­dia, a dig­i­tal agency from the sta­ble of Dentsu Aegis Net­work, says, “It’s great; they are try­ing to ad­dress the big­gest worry for fam­ily trav­ellers. Fam­ily trav­ellers may think twice be­fore they choose Kash­mir be­cause of po­lit­i­cal rea­sons. Here they are ad­dress­ing the beauty of Kash­mir with the friendly na­ture of peo­ple and their hos­pi­tal­ity. There are some ex­cel­lent shots, which def­i­nitely makes it a visual ex­trav­a­ganza.”

He adds, “The film could have been a lit­tle shorter, how­ever I com­pletely re­spect the crafters cre­ative free­dom.”

Kailash Suren­dranath, ad film maker and founder of Kailash Pic­ture Com­pany, a film pro­duc­tion com­pany, finds the theme and script to be per­fect. He says, “This is the right ap­proach to counter the pe­ri­odic bad pub­lic­ity that dis­cour­ages In­dian vis­i­tors. Kash­miris are al­ways, in my ex­pe­ri­ence, hos­pitable and proud of their land and truly this is the warm­est place on earth.”

Adds Suren­dranath, “I thought the cast­ing was per­fect, very au­then­tic and the ac­tors worked well as the kind of young cou­ple that would travel there from any­where in In­dia. The di­rec­tor has cap­tured the nat­u­ral ro­man­tic mo­ments be­tween them. The sound­track is mov­ing and adds emo­tion to the vi­su­als. Though the visual beauty of Kash­mir is not re­ally the fo­cus of this film, it does come through ef­fort­lessly nonethe­less. Other at­trac­tive fea­tures of Kash­mir are also beau­ti­fully shown with­out un­due em­pha­sis, such as the food, the vil­lage and the chil­dren’s faces.”

Ac­cord­ing to Suren­dranath, the mu­si­cian in the wilder­ness seems a bit forced. “The one el­e­ment in this film that I did feel a bit let down by how­ever is the fi­nal re­veal in the story. It does seem a bit far­fetched that a to­tal stranger will take an en­tire day off and drive miles and miles just to show vis­i­tors the land he is so proud of. I wish this thought could have been brought out a lit­tle dif­fer­ently by the writer; oth­er­wise, it’s a won­der­ful film.”n

In a rare strat­egy, the cre­ative team moved away from the tra­di­tion of sim­ply show­cas­ing the land­scape.

“When you go to Kash­mir, the first chal­lenge is where to shoot since it is so beau­ti­ful.

I shot so much footage that dur­ing our edit­ing, it be­came a ma­jor chal­lenge to fig­ure out what to keep and what to edit out; I didn’t want to make too long a film.”

AMIT SHARMA

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.