An incredible experience...

Lately, the Indian tourism department has been carrying out several promotional campaigns to attract tourist to India. ‘Incredible India’ is the name coined to promote tourism by means of which the richness and speciality of every state is being showcased.

The most recent ad and the best of its kind I think is for the Madhya Pradesh tourism and it is Ogilvy once again… what an awesome experience!

The ad makes use of ‘eyes’ as the creative route to express the awe travellers experience in Madhya Pradesh. The eyes narrate the journey of the traveller and are complimented by a poetic song in the background. I didn’t really understand the ad for the first time but it was undoubtedly fantastic. The movement and expression in the eyes are really beautiful. On the second third viewing, as you concentrate on the lyrics in the background you tend to understand that some of the famous monuments/places are referred to, until it reaches the end when they show the carving of the Sanchi Stupa.

When the narration in the background is about sights one would see from a train, the model’s pupils become the wheel of the train, or if the narrative speaks of an antelope, the model’s eyebrows take the shape of its horns. Similarly, in the pool of her eyes, the viewer gets to see the intricacies of the Sanchi stupa. Oh… such mind-blowing creativity.



Along with O&M, the model has also done a remarkable job. I read she is Shree Jeilachmee Appadorai, a Malaysia based South Indian model who has learnt Bharatnatyam and some other Indian classical dances.