Taj Hotels and Rediffusion's tribute to India - Dekho Apna Desh
IHCL pays tribute to a wonderland called India "Dekho Apna Desh" Conceptualised by Rediffusion, #DekhoApnaDesh is a clarion call to all Indians to travel the country and experience its magnificence.
As India celebrates its milestone 75th year of Independence, Indian Hotels Company (IHCL), South Asia's largest hospitality company, inspired by the Ministry of Tourism's campaign, is inviting travellers to explore the undiscovered beauty of the country by their viral campaign, 'Dekho Apna Desh'.
India is a traveller's kaleidoscope, and IHCL, with its strong portfolio of hotel brands – Taj, SeleQtions, Vivanta and Ginger, and its experiential stays brand ama Stays & Trails, and its expansive footprint of hotels, offers a window into its geographical diversity and rich cultural heritage with special stay offers and curated itineraries.
"Dekho Apna Desh" campaign spins a yarn around the poetry that India is all about. As 2020 and 2021 experienced most people in the country staying homebound, the campaign urges people to step out and revel in the country's beauty with a surprising spectacle around every corner.
Veetika Deoras, Vice President – Strategy and Brands, IHCL, says- “The past year and half has brought many changes across industries and people. However, what has remained resilient is the richness of our country and our spirit of travel and exploration. The campaign endeavours to highlight the beauty of India and encourage Indians to travel within India, for India.”".
Pramod Sharma, National Creative Director, Rediffusion, says, "Taj Hotels is not just an experience; it's a window to a spectacular landscape called India. Dekho Apna Desh is an expression that needed a touch of Taj. We exactly did that. Through a great narrative. Through mesmerising visuals of India."
Kalyani Srivastava, Executive Vice President, Rediffusion, says, "With stirring visuals, still images were brought to life in 2.5D. A soulful music piece that is contemporary and nostalgic all at once, the campaign was quick to gain traction as the engagement reflected India's beating heart for all things travel.Taj's signature hospitality, their living palaces, divine destinations, pristine beaches, landmark city hotels, generous Independence Day offers, effectively added to this open invitation for citizens of the country to #TravelForIndia."
Especially curated, the 'Dekho Apna Desh' campaign gives travellers the chance to create cherished moments in breath-taking locales and rejuvenating holidays across India. The film urges Indians to traverse the various corners of India with 'Dekho Apna Desh' bespoke itineraries, indulge in the sheer majesty of the Grand Palaces of Rajasthan akin to the Maharajas and Maharanis of yore. Spiritual seekers can embark on Divinity Trails to Rishikesh and Haridwar in the North of India or Chennai and Madurai in the South. Or chase the rising sun with the Eastern Hillock in Kolkata and Darjeeling or connect with nature in the Homely Abodes of heritage bungalows in Munnar.
National Creative Director: Pramod Sharma
Group Head Copy- Anisha Kalyani
Creative Producer- Riddho Roy
Music- Bishwadeb Bhaumik
Editor- Joyjeet Sarkar
VO- Anisha Kalyani