Kerala Tourism has held the global premier of a new brand campaign, Human by Nature, which encapsulates the state’s enticing charm in dramatic visuals and offers refreshing insights into the land where people and the bountiful nature are seamlessly fused in an enchanting spectacle.
The three-minute destination campaign film, part of a marketing blitzkrieg to refurbish Kerala’s touristy appeal beyond the Indian shores, not only showcases the state’s signature assets, but also celebrates local people as heroes as it returns to the real in its new campaign that is drawn from warm, authentic human stories that travellers rummage through this land for a liberating experience.
The global brand campaign was launched recently by Kerala tourism minister Kadakampally Surendran in the presence of Rani George, tourism secretary and P Bala Kiran, tourism director at a function at The Lalit hotel here. The film was unveiled by famed classical danseuse and actress Shobana.
Describing the latest campaign as a powerful multi-media outreach, Surendran said it would act as a trigger to put Kerala Tourism on a higher pedestal in a competitive global marketplace. “I am sure it will strike an emotive chord with travellers and position Kerala as an essential fixture on the international travel circuit. It will appeal to both high spenders and backpackers. Tourism is a major contributor to Kerala’s economy and a significant source of foreign exchange. The increase in footfalls can have transformative effect on the lives of our people,” he added.
George said Kerala Tourism keeps reinventing itself with fascinating ideas. “The film is both sophisticated and emotive. It shows Kerala in a wider spectrum as vibrant and welcoming, underlined by a powerful human touch. This will further firm up Kerala’s position in the itinerary of international travellers as one of the most fancied global destinations,” she added.
Bala Kiran said the film is a unique attempt at the makeover of the state through a visual depiction of the way life in Kerala is lived. “It will give traction to the state government’s concerted efforts to rejuvenate its tourism sector by increasing its appeal among foreign tourists several notches up,” he added.
The sleek film, premiered at a gathering of prominent stakeholders of travel and hospitality industry, packs soul-stirring images of the state where life moves at a leisurely pace in tranquil environs, where culture flourishes in syncretic traditions, where tradition complements modernity in the context of everyday life, all strung together in a visual tapestry.
Alongside, it offers a spectacular snapshot of the state – tranquil backwaters, beaches, houseboats, catamarans, Theyyam artistes, hill stations, exotic wildlife, magical festivals, and scrumptious cuisines, and there is a surreal feel to it that is both real and fantastical for tourists.
In essence, Human by Nature presents Kerala as ‘the courtyard of the world’, where no one is an outsider, not even the traveller; where the land and the people create a fabric of tolerance and interconnectedness; where you speak with no words and listen from the heart; where you can explore Magic in Everyday and Eternity in the Ordinary – all of which can make us human, all over again.
The film was conceived and scripted by Stark Communications, the brand agency for Kerala Tourism for several years, and directed by Vivek Thomas, director of Miramar Films. It was shot in the enchanting locations like Kumarakom, Alappuzha, Arthungal, Chellanam, Fort Kochi, Munambam, Wayanad, Kannur and Thaliparambu.
The 360 degree integrated campaign has also a strong print component, and it was shot by the renowned New York-based Canadian photographer Joey L, who is known for his work that straddles the worlds of photojournalism and commercial photography. He travelled extensively across the state to create a set of stunning portraits that showcase the people and the terrain they live in – like never before.
The campaign would run in Kerala Tourism’s key markets, such as USA, the UK, Gulf countries, Germany, France, Italy, Sweden, Spain, the Netherlands, Switzerland and Belgium.
The premiere also witnessed a scintillating performance by Avial, the alternative Malayali rock band, besides a presentation of the state’s folk art forms Pulikali and Theyyam.
In 2018, the state’s tourism netted record revenue of Rs 36,528.01 crore, clocking an increase of Rs 2,874.33 crore from the previous year, while the number of domestic and foreign tourist arrivals stood at over 167 lakh.
The film can be viewed on Kerala Tourism’s Facebook page.