~ Kolla Krishna Madhavi
"Kerala is waiting. Waiting to rebuild its economy, to revive its tourism. But most of all, it is waiting for you!"
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| Samsonite India: Revive Tourism in India Image Courtesy: Samsonite, Exchange4media.com |
The poignant opening scene starts with a despondent Mr. Nambiar from Alleppey looking at the open door of his hotel 23 times that day but there are no guests. Jancy prays and goes to the airport in her cab each day and waits there for passengers, only to return home crestfallen.
The veteran Mr. Nair is frustrated as he longs to put on the colours of his Kathakali makeup but there is no audience to watch him perform while Fatima has her Karimeen fry ready to be fried but sadly there are no customers.
As the narrative progresses, you hear the joyful voice of Fatima's son calling out, "mother" and running to her with a skip in his feet. Fatima's face lights up as she can now cook and there is someone to eat her legendary fish fry. Mr. Nair now has his audience and his face is brightly lit with the myriad colours of his dance form.
Jancy finally has a destination to take her cab and Mr. Nambiar has guests arriving at his hotel.
This short film is an initiative by Samsonite, the luggage manufacturer and retailer, to draw attention to the need for tourists to Kerala.
Conceptualised by Autumn Worldwide - Mumbai and directed by Deepti Nagia, this moving ad extends the essence of Samsonite's product 'travel' to extolling people from around the world to 'travel to Kerala - God's Own Country' and help revive the state's economy after the devastating monsoon floods.
Kerala being a state where a quarter of the employment is dependent on tourism was greatly hit post the floods with a sharp drop in visitors. People from all walks of life are dependent on tourists for their livelihood.
The local residents had exhibited an extraordinary sense of resilience, unity and strength in the face of the calamity and now it was time for them to rebuild their state. The short and simply-rendered film urges people to discover Kerala and boost the state's economy.
The veteran Mr. Nair is frustrated as he longs to put on the colours of his Kathakali makeup but there is no audience to watch him perform while Fatima has her Karimeen fry ready to be fried but sadly there are no customers.
As the narrative progresses, you hear the joyful voice of Fatima's son calling out, "mother" and running to her with a skip in his feet. Fatima's face lights up as she can now cook and there is someone to eat her legendary fish fry. Mr. Nair now has his audience and his face is brightly lit with the myriad colours of his dance form.
Jancy finally has a destination to take her cab and Mr. Nambiar has guests arriving at his hotel.
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Samsonite India: Kerala Is Open
Image Courtesy: Samsonite, tourismnewslive.com
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Conceptualised by Autumn Worldwide - Mumbai and directed by Deepti Nagia, this moving ad extends the essence of Samsonite's product 'travel' to extolling people from around the world to 'travel to Kerala - God's Own Country' and help revive the state's economy after the devastating monsoon floods.
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Samsonite India: #KeralaIsOpen
Image Courtesy: Samsonite, socialsamosa.com
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The local residents had exhibited an extraordinary sense of resilience, unity and strength in the face of the calamity and now it was time for them to rebuild their state. The short and simply-rendered film urges people to discover Kerala and boost the state's economy.
#KeralaIsOpen | Let's come together to revive Kerala Tourism | Samsonite
Video Courtesy: Samsonite, Autumn Worldwide - Mumbai, YouTube
Video Courtesy: Samsonite, Autumn Worldwide - Mumbai, YouTube & other online resources.
Resources:
https://www.afaqs.com/news/story/53710_its-about-how-everybody-can-bring-Kerala-back-on-its-feet-without-charity-or-sounding-preachy-Anushree-Tainwala-Samsonite
https://www.latestly.com/social-viral/samsonite-india-urges-tourists-to-rebuild-kerala-after-floods-in-this-beautiful-ad-saying-gods-own-country-is-open-watch-video-408558.html
https://www.exchange4media.com/advertising-news/samsonites-latest-campaign-tries-to-revive-tourism-in-kerala-after-floods-92292.html
https://www.socialsamosa.com/2018/09/samsonite-kerala-is-open/
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