By Staff, Campaign India, Friday, 03 October 2008 10:51AM
The print and outdoor campaign have been designed by the Singapore subsidiary of theIdeaWorks, a Delhi based communication design firm. To leverage the strategic timing of the night Grand Prix, the campaign went live in early September, covering over 200 bus shelters, windows of Singapore Metro trains and Metro stations, facades of buses and post card carts at key retail locations all over the city. In the past, theIdeaWorks had created and managed the Incredible!ndia@60 campaigns for CII and India Tourism in New York City and Singapore.
The campaign, themed around the concept of "Discover Different Formulas for Racing in India", looks at showcasing the contrast between the F1 Grand Prix and traditional races in India.
Sudhir John Horo, principal designer and Co-founder, theIdeaWorks said, "The idea behind this campaign in Singapore was to catch the attention of the large number of tourists coming in for the F1, with visuals that would break the clutter of the all pervasive mood of speed and glamour."
Elaborating on the brief that they got from India Tourism Singapore, Amit Shahi, CEO and co-founder, theIdeaWorks said, "The client wanted to create awareness about the uniqueness of India's sporting traditions and pitch the same against the glitz of the F1. The intent was to occupy mindspace at what was very clearly peak tourist time in Singapore."
The races featured in the campaign compete with Formula One circuit in terms of excitement. These include the boat races held during the harvest festival of Onam in Kerala, the Raid-de-Himalaya in Ladakh, the bullock cart race on Ganesh Chaturthi in Maharashtra, the camel race and the donkey race in Pushkar, Rajasthan and the rural Olympics held during the Kila Raipur Festival in Punjab.
This article was first published on Campaign India