Execution

During global recession the foreign tourists inflow was low. Hence Kerala Tourism wanted to promote Kerala as a tourist destination to domestic tourists of India. Rajdhani trains are super fast fully air-conditioned trains which connect the Indian Capital Delhi with major state capitals. Kerala Tourism was given a plan for branded Rajdhani trains to run between Delhi and 3 south states capitals, namely Trivendrum (Capital of Kerala), Chennai (Capital of Tamilnadu) and Bangalore (Capital of Karnataka). Vinyl of 3M quality approved by RDSO (Railways standards organisation) was used to wrap the entire train externally. All 17 boogies of the train were displaying a different destination enticing the travelers to visit Kerala. Every destination's snap was shot with wide angle cameras specifically for this medium. The train with all this stunning visuals runs continuously shuffled between Delhi-Trivendrum, Delhi-Chennai and Delhi-Bangalore routes. Reach per day as per Indian Railways estimates is more than 60,000 eyeballs in 5 stoppages on an average per day. The train covers all major states of North, West & South India which include Delhi, Uttar Pradesh and Madhya Pradesh, Maharashtra, Goa, Karnataka, Kerala and Tamilnadu. Destinations were shot and used in a way so that each coach showcases a different destination. Hill Stations, Sea Beaches, Backwaters and Forests were shown in this way making it an effective campaign with call to action punch line - Go Kerala.