'Chalo Changi' a Digital Campaign by AutumnGREY
Ever since the pandemic hit, travel around the world has been one of the worst hit industries. Travel restrictions have eased in and out amidst the multiple waves, and things finally seem to be taking a turn for the better.
Fueling the growing spirit for travel in India, AutumnGREY along with local support from Grey Singapore have launched a campaign for Changi Airport Group- ‘Chalo Changi’ - wooing all travellers to bring their dreams to life with unique experiences at the world’s #1 airport with an original song.
The insight behind the campaign stemmed from how choice of airport does not play any role in people’s minds no matter how long the layovers are, thus creating the perfect opportunity for Changi, one of the world’s most beautiful airports to give the audience a new way of looking at them- a destination worth exploring! Taking inspiration from the love for Bollywood among Indians that has inspired many travel plans, the agency crafted a Bollywood themed song sequence involving popular entertainment influencers Ayush Mehra and Aisha Ahmed to take us on the most delightful tour of Changi’s premises.
With the growing demand for international travel and rise in travel options, including the Vaccinated Travel Lane between Singapore and India which allows quarantine-free travel to Singapore, Changi Airport hopes to reignite travellers’ love for adventure and exploration, and to inspire them to live out their dreams.
Changi is also giving the opportunity to 3 lucky winners to win a trip for 2 to Singapore! Contest participants simply need to choose their favourite photo spot at Changi. They can also double their chances by sending in a photo of themselves striking a pose! An AR filter also gives travellers the opportunity to be virtually transported to the Rain Vortex at Jewel Changi Airport (works best on mobile via Facebook or Instagram).
Speaking on the launch, Anusha Shetty, Chairperson and Group CEO, GREY group India, said“We Indians love our drama from Bollywood. The beautiful Changi Airport with its Butterfly Garden to the Rain Vortex to the Forest Valley to much more is the perfect setting for complete entertainment. A visit to Changi can only be complete with this exploration and nothing would depict this better than a song. So shall we Chalo Changi?”.
Sharing her insights behind the campaign, Swati Balani, Executive Creative Director, AutumnGrey Bangalore said- “For decades, Bollywood has inspired many travel plans forIndians. From falling in love on a Europe tour to serenading in Mauritius, it all started in a filmy song around picturesque locations. With Changi being the world’s best airport, we wanted to bring alive the same experience for our audience and showcase how Changi is truly a destination in disguise.”
Creative Agency: Grey Group Bangalore
Chairman & Group Chief Executive Officer: Anusha Shetty
MD & Chief Creative Officer: Sandipan Bhattacharyya
Chief Operating Officer & President: Ketan Desai
Executive Creative Director: Swati Balani
Associate Vice President: Sandhya Gurung
Sr. Creative Director: Nishant Sethi
Agency team (servicing): Kanchana Mohan, Ameena Khan, Karan Talreja, Manisha Singh
Agency team (creative): Nidhi Johar, Vasudha Roy, Yash Marwah, Anokhi Dasgupta, Sharmila Dutta, Dhanashree Mavila, Ningaraj Halakatti, Ajendra Kumar Shaw
Grey Singapore Team: Rebecca Chew, Usman Manazir
Client Name: Changi Airport Group
Client: Ivan Tan, Kelvin Ng, Rachel Tan, Anthea Tan
PR: Sonal Mehta