As part of the ‘Awesome Assam’ tourism campaign, the tourism board launched a campaign video which features actress Priyanka Chopra. The video showcases the state’s uniqueness and beauty and lists reasons why one should visit it. This is the first time that the actress, who was roped in as Assam Tourism ambassador in 2016, has featured in the state’s tourism video.

Source: Tunes Assam YouTube Channel 

In the video, the actor drapes the ‘mekhela chador’ and dances the traditional Bihu dance. However, Priyanka Chopra is only a supporting cast in the beautiful ad. By keeping the focus of the film on the the state and its rich culture, which has been magnificently projected in the three-and-a half minute long video, the campaign has managed to hit the right cords, without heavily relying on a celebrity face. (Tourism campaigns that have managed to enthrall)

Set to a soft and soothing background score, the ad brings in several Assamese highlights one after the other — from the rhinos of Kaziranga to the lush and famed tea estates of the state, and from the traditional masked dancers of Majuli island to the cymbal-clanging Bhortal dancers, and a bird’s eye view of the longest bridge in India, the Bhupen Hazarika Bridge that was inaugurated in May this year. The faces and the places are captivating.

State governments across the country have been working overtime to lure tourists to their region. From Jammu and Kashmir Tourism’s latest ad, ‘Kashmir – The warmest Place on Earth’, to Kerala Tourism’s ‘Go Kerala’ campaign to woo families, each state has been taking the digital route to find unique ways to promote different destinations. While the Kashmir ad has garnered more than 165k views so far, the Assam Tourism film that has been designed and conceptualized by YAAP and Crayons Advertising and shot by local talent, has already breached the one million mark on YouTube, till date.

In the past one year, the Assam government has left no stone unturned to promote the state. The key idea behind launching this campaign was to leverage Priyanka Chopra’s global identity to spread the word about the North East Indian state not just in India, but also across the globe. The state government has also come up with a new tourism policy. By declaring tourism sector as an industry, Assam is targeting to increase tourist inflow by at least two to three times within next five years. The policy has announced a financial grant to Hindi, English, foreign languages film producers who have made minimum five feature films with a country-wide audience. The government will also subvent the cost of filmmaking from 25 to 55 percent for films that feature Assam.

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Yes we all hate crying kids, loud people, armrest hoggers and luggage restrictions when we fly. Some of these things can be ignored, some can’t. American Airlines, in a very bold move, has highlighted the horrors of air travel today through its latest campaign. The campaign which was introduced only a few days back talks about what makes ‘World’s greatest flyers’ and goes on to suggest some practices travellers should adopt.

The campaign doesn’t criticise the travellers, not even close to that. It suggests that maybe the travellers can be a bit more considerate and improve the experience for everyone. “What does it mean to be a great flyer?” asks the video and not in a rhetorical sense. It goes on to list down some elements like ‘They love babies but bring noise cancelling headphones’ or ‘They walk faster in airports than anywhere else’.

Like we said, the campaign is quite a bold one and gives a strong message. Maybe we need to be better passengers rather than whining about everything. It reminds us of the famous “ask not what your country can do for you, ask what you can do for your country” from John F. Kennedy’s inauguration address in 1961. Airlines are not always to blame and maybe all of them want to tell you that. American Airlines is taking one for the team and telling you to fly right and if it can have any significant impact, there is nothing wrong with it. However, it hasn’t gone very well with some people as Twitter suggests.

Not happy flying crappy American Airlines? New ad campaign puts the blame on you! – The New York Times https://t.co/EiAPSaOSZb

— Ryan Ver Berkmoes (@ryanvb) August 30, 2016

@AmySho @JLCBamberger Ad is great advice for being good human being, overall, but totally passes buck on the air industry's short comings.

— Jennifer Perillo (@JenniferPerillo) September 1, 2016

Like it or not, it is quite refreshing to see a carrier do something out of the usual. Most of them choose to talk big about the experience they can offer and what services the passengers can choose from. American Airlines is looking people in the eye and telling them that they are just as obligated to improve the experience as the airline itself. Take a look at the video and judge for yourself.

Like or hate? Do share with us.

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Airbnb, the online lodging services, has joined hands with TBWA/Singapore for its latest global campaign ‘A Different Paris’ targeting the Asian market.

The ad below, shot in Sydney, shows a young Asian woman reminiscing her last visit to the French capital. Thankfully acting on the advice of an Airbnb host, she could experience and enjoy the ‘Real Paris’ while staying away from the tourist version of the city. Her memories of the ‘Real Paris’ are showcased through an exquisite visual execution using a zoetrope- one of the oldest pre-film animation devices. This ad runs for a period of one minute.

The perseverance behind the making of this ad is really commendable. The massive zoetrope took 100 hours to develop by the carpenters. There were 11256 assembled parts, and painting the miniature models and backgrounds took 648 hours.

You may also want to see behind-the-scene actions of this ad:

According to a report, Jonathan Mildenhall, the Airbnb CMO, stated “Traveling on Airbnb unlocks magical moments – our hosts and their homes create a sense of real belonging for travelers and this feeling is amplified when they discover the city through the eyes of their hosts. This film is showing, in true Airbnb fashion, how the ordinary world can become an altogether different, more magical world.”

As stated earlier by the Airbnb CMO, through the new campaign, the brand’s attempts to inculcate a sense of belonging of the tourist destinations in the minds of the travellers. This initiative by the brand is truly unique and marvellous. The brand has understood that travellers from every corner of the world want to experience the traditional and original nature of the cities. This realization with perfect methods implemented will do wonders for the brand. The tourists will have an uncommon experience of the places they visit. They will be in touch with Airbnb for all the escapades thereon.

The media plan will concentrate more on the creative and experimental placements and formats. The publishers will include Tencent, YouTube, Naver and Yahoo! Japan. It’ll be on social media sites like Facebook, Twitter, Instagram and WeChat.

How many of you would like to book via Airbnb for your next travel destination?

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