The campaign, entitled 'Come to India. Walk with the Buddha', consists of print ads, a 30-second vignette which is being run on the National Geographic Channel and below-the-line initiatives.
Created by RK Swamy BBDO senior creative director PS Mann, the ads aim to evoke peace and tranquility, in line with the philosophy of Buddhism. Posters will be distributed to various international tourist offices, as well as leaflets. Visuals include Bodhgaya, a site where Buddha is said to have attained enlightenment, and the Ajanta and Ellora Caves, home to Buddhist painting and sculptures. The campaign focuses on the aspects of Buddhism that are relevant and would appeal not just to Buddhists, but to all travellers. It juxtaposes the imbalances of daily life with the 'middle path' philosophy of Buddhism, and avoids an overtly commercial message as this could be counter-productive, and would risk de-sanctifying the religion.
Created by RK Swamy BBDO senior creative director PS Mann, the ads aim to evoke peace and tranquility, in line with the philosophy of Buddhism. Posters will be distributed to various international tourist offices, as well as leaflets. Visuals include Bodhgaya, a site where Buddha is said to have attained enlightenment, and the Ajanta and Ellora Caves, home to Buddhist painting and sculptures. The campaign focuses on the aspects of Buddhism that are relevant and would appeal not just to Buddhists, but to all travellers. It juxtaposes the imbalances of daily life with the 'middle path' philosophy of Buddhism, and avoids an overtly commercial message as this could be counter-productive, and would risk de-sanctifying the religion.
The campaign, which runs until August, will roll out in countries across the region, including China, Japan, Korea and Thailand, with print ads in regional business and travel publications such as Reader's Digest, Newsweek and Skyward. Web banners on popular internet domains will support the campaign in priority markets.