Thomas Cook India’s new ad films urge people to stop stereotyping North-East

  • Travel and Holiday company Thomas Cook’s ad film, part of commercial choose to highlight the stereotypes attached to North-east and its people.
  • Two ad films, with its bold theme and offbeat execution, feature two local (1 Boy & 1 Girl), highlights the common stereotypes associated with the people of North-East, including calling them chinks or Nepali.
  • Both the films end with the message “Come and find out who we really are”.
  • “Our consumer research revealed that there is a stigma and misconception around North-Eastern states among most people across the country. We wanted to address these issues through this campaign”, Abraham Alapatt, president and group head – marketing, service quality, financial services and innovation, Thomas Cook India.
  • Thomas Cook’s big focus is on adventure-loving travelers who have a keen interest in photography, wild-life and meeting new people.
  • Apart from promoting the travel packages to North-East, the objective is also to resonate with the millennial that are largely young and on-digital to build further affinity for the brand.
  • The campaign is trying to convey to viewers, what is right about the state and its people and asking the viewers to correct it.
Source: http://bit.ly/2oUazK1

 

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Hrishikesh Salgaonkar

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Yash Rathod

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