Kerala Tourism goes beyond Landscapes
Kerala Tourism has held the global premiere 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 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.
The global brand campaign was launched on February 18, by Kerala Tourism Minister Kadakampally Surendran in the presence of Tourism Secretary Rani George and Tourism Director P Bala Kiran at a function at The Lalit hotel. The film was unveiled by famed classical danseuse and actress Shobana.
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, magical festivals, and scrumptious cuisines.
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 people create a fabric of tolerance and interconnectedness; where you speak with no words and listen from the heart; where you explore magic in everyday and eternity in the ordinary—all of which can make us human, all over again.
Describing the latest campaign as a powerful multi-media outreach, Kadakampally 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.
The film was conceived and scripted by Stark Communications, and directed by Vivek Thomas, Director of Miramar Films.
Rani 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."
P Bala Kiran said the film is an attempt at the makeover of 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," he added.
The 360 degrees integrated campaign has also a strong print component, and was shot by the renowned New York-based Canadian photographer Joey L. The campaign would run in Kerala Tourism's key markets, such as the USA, the UK, Gulf countries, Germany, France, Spain, the Netherlands, Switzerland, and Belgium.
The premiere also witnessed a performance by Avial, the alternative Malayali rock band, besides a presentation of the state's folk art forms Pulikali and Theyyam.
