Another Stop-Motion Masterpiece From Madhya Pradesh Tourism

In June 2018, Madhya Pradesh Tourism introduced a new TVC named “Memories of Destination”; a collection of hundreds of photographs that display stories of millions of travelers who have come to Madhya Pradesh in all these years.

In the last decade, Madhya Pradesh Tourism has generated interesting TVCs; that no doubt changed the purview with which one recognizes the state. This new TVC also does justice to the legacy started by Madhya Pradesh Tourism and their advertising partner, Ogilvy and Mathers India. By now, the TVC has bagged two awards for Madhya Pradesh Tourism in Cannes Film Festival 2018 like a silver lion for its impressive editing work and a Bronze Lion for its rhythmic music.

Strong Concept

Utilizing candid photographs and pictures of real-time travelers, the film is all set to showcase different tourist destinations in Madhya Pradesh through the eyes of a traveler and not through the lens of a travel filmmaker. The concept is not to draw tourist by showing them picture-perfect, superb, spectacular images which real eyes never see but to show them tourist destinations that look exactly how it looks in real.

The credit for conceptualising this piece goes to Ogilvy and Mathers India and Hungry Films for successfully executing this concept into the film.

Stylistic Approach

This is the second time in the last few years that MPT used Stop Motion, in their commercials. The one before this had been the very beautiful Madhya Pradesh Jalmahotsav TVC from 2017.

The stylisation in the new ad is extremely engaging. This visual treatment is known as pixelation, a stop motion technique in which live actors are used as a frame-by-frame subject to form an animated film. You will find similar treatment in this Google Pixel launch ad.

Apart from the visual style, they used very rhythmic music which brought out a positive feeling, while watching the commercial. It’s a wonderfully catchy acapella piece, which has a slight usage of acoustic instruments as well. The lyrics are no poetry but are free-flowing and surely entertaining. The lyrics quite efficiently accompany the visuals in guiding the views through the various destinations shown through the images.

Consistent Message

Like, its predecessors the new commercial also sticks to the message “Heart of Incredible India”/ “Hindustan Ka Dil” by use of both verbal and visuals. It also maintains the content of the ads with maximum attention given to making sure that most of the attractions of Madhya Pradesh are shown in the commercial or at least mentioned.

The key destinations like Sanchi Stupa, Gwalior Fort, Lalbagh Palace, Jain Temple, Buhranpur Taj, Orchha Fort, Jahaz Mahal, Panchmari Hills, Dhuadhar falls and Khajuraho found their spot in the storyline of the commercial. The other usuals featured here were the tigers, the local foods, and a little romance, making the commercial successfully tickle the wanderlust of the audience.

Easter Egg

The easter egg about the Taj Mahal.

The commercial leaves behind an easter egg for the viewers who have an eye for details.

If you notice the video carefully between the time frame between 0:37 to 0:41 seconds, you will notice the image (as shown) followed by the lyrics:

Taj Mahal. Puzzle Puzzle. Double Double. Karo Google.

It can be odd to see Taj Mahal in an MP Tourism ad. Of course, the Taj Mahal is in Agra (Uttar Pradesh). But of course, the Easter egg here is that this is a possible reference to the Kala Taj Mahal, in Buhranpur, which locals believe was made as a demo for the Taj Mahal in Agra. The truth however is foggy, with multiple sources claiming that it could be the first resting place for Mumtaz Mahal, before being shifted to Agra. Other sources contradict that. Anyway, you can also find a beautiful Taj Mahal replica in Bhopal.

Whatever be the case, the ingenious way the reference has been placed in the communication makes people curious to know more. A classic example of communication that makes people take certain actions.

This is one of the best ads I have seen recently and has truly created a mark. What is your favorite Madhya Pradesh Tourism advertisement?

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