Write a short summary of what happens in the film.

Apart from the usual beach and pahad campaigns, we strayed off the beaten road with the #ChalChaleinRegistaan campaign to drive traffic across our hotels and homes in Rajasthan. WFH had bound us to a boring, monotonous life with the global pandemic pulling the strings like a puppeteer. We used this motif and asked users to pull apart the strings and travel to our favourite destination once again. Rajasthan is famous for puppet shows so our audience could easily relate to this reference. Thus this campaign helped establish OYO as a brand that will help you live life your way and travel freely once again.

Cultural / Context information for the jury

‘Registan’, for example, is how locals pronounce ‘Rajasthan’ or ‘desert land’ - the original term from which the state of Rajasthan derives its name. ‘Padharo mhare des’ is a widely popular tagline used to promote tourism in Rajasthan. It translates to ‘come visit my land’ and Indians readily associate this tagline with the cultural heritage of Rajasthan. We created wordplay effects with rhyming words like ‘jaayo re’, ‘khayo re’, ‘karayo re’ to give an ethnic feel to the song that listeners can easily relate to. A mix of Rajasthani and Hindi words evoke a sense of nostalgia and longing for the destination which travellers were missing out on due to the lockdown. This video was released right after the restrictions were lifted so the video was crafted to evoke wonder and inspire the viewer/listener to head to the colourful cities and dunes of Rajasthan.

Tell the jury about the creation of the original music track.

Rajasthani folk songs and dialect are an integral part of North India’s popular culture. The tunes of sarangi, which is often played in cultural events across Rajasthan has been incorporated along with several other traditional instruments like Ektara and Dheru. The music is crafted to evoke vivid images about Rajasthan and can fit gracefully into your road trip playlist.