|Title||BE A PART OF THE ART|
|Brand||TOURISM CORPORATION OF GUJARAT|
|Product / Service||GUJARAT TOURISM|
|Entrant||OGILVY & MATHER INDIA Mumbai, INDIA|
|Entrant Company||OGILVY & MATHER INDIA Mumbai, INDIA|
|Advertising Agency||OGILVY & MATHER INDIA Mumbai, INDIA|
|M S Sawant||Ogilvy/Mather/India||Artist|
|Vandana Mirchandani||Ogilvy/Mather/India||Client Servicing Director|
|Sameer Bhand||Ogilvy/Mather/India||Group Account Manager|
|Mithil Patel||Ogilvy/Mather/India||Senior Account Executive|
|Avadhut Hembade||Ameya Digital Images||Photographer|
|Uday Kinloskar||Celebration/India||Retouching Artist|
|Ramesh Dighe||Before-After/India||Retouching Artist|
|Adnan Inamdar||Ogilvy/Mather/India||Art Director|
|Nishigandh Dhende||Ogilvy/Mather/India||Art Director|
|Snehal Bhuvad||Ogilvy/Mather/India||Art Director|
|Abhijit Karandikar||Ogilvy/Mather/India||Art Director|
|Abhijit Karandikar||Ogilvy/Mather/India||Senior Creative Director|
|Sumanto Chattopadhyay||Ogilvy/Mather/India||Executive Creative Director-South Asia|
|Rajiv Rao||Ogilvy/Mather/India||National Creative Director|
|Abhijit Avasthi||Ogilvy/Mather/India||National Creative Director|
Gujarat has a wealthy blend of culture, festivals, handicrafts, cuisine and wildlife. And that exactly was the challenge - to make Gujarat a popular destination for everything it stands for.
The task was to showcase the cultural diversity of Gujarat and woo the tourist who has infinite choices within India.
Gujarat has so much to show, tell and share that we thought it was important to talk about it all. But how do we go beyond the communication clichés and ‘picturesque poster’ advertising that the category does? Our inspiration was from Gujarat’s very own ‘Abhala’ style – an art of intricately embroidering many small mirrors onto a fabric. In this poster, you see yourself in the centre surrounded by multiple mirrors reflecting the stunning colours and imagery of Gujarat. As you are an integral part of this art, you are immediately transported to this wonderful land.
Seeing the splendours of Gujarat ‘reflected’ in the mirrors was a visual delight for the viewers. It received much attention from the tourists and Gujarat witnessed a 97% increase in the number of arrivals.