Debrief: Rajasthan Tourism: Bahut ghuma diya!

04 Sep,2012

By Anil Thakraney

 

The Rajasthan Tourism folks have come up with a cool idea for their new ad. And it’s the traditional ‘Ghoomo’ dance. This is a good thought. Always best to dig deep into your local culture for tourism ads. So that’s fine.

 

The TV commercial features a whole lot of locals doing the ‘ghoomo’ number. The camera focuses on a single spinning dancer, as the images and people change. Quite naturally, the background track is Rajasthani folk music. In the backdrop of the dancer are shots of fast moving locales and symbols of Rajasthan… the desert, the colours, the elephants, the rustic settings, etc. And all this ties in very well with the slogan: Ghoom ghoom ke dekho maaro pyaaro Rajasthan.

 

[youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=UfSluToqMWg[/youtube]

So, yes, it’s all working correctly here. There is the local flavour and there are the festivities. However, there’s a fundamental problem with the treatment, and this directly hurts the communication. What they seem to have overlooked is actually a basic lesson in television advertising: When you have close up shots of human beings against a backdrop, the eye naturally stays focused on the human being. Especially when it comes to fast moving imagery. That’s the way our mind and eye function, it’s a basic human trait.

 

As a result, the scenery in the backdrop, the stuff that would attract us to Rajasthan in the first place, gets lost. And that, obviously, is not a desirable thingy for any tourism ad.

 

Rating: (On a scale of 1 to 5): 2.5 Good idea, let down a bit by the treatment.

 

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2 responses to “Debrief: Rajasthan Tourism: Bahut ghuma diya!”

  1. Gautam Pandey says:

    Thank you for the review! and appreciate it! You’ve caught the essence of the ad! I agree the backgrounds spin by quite fast. We did however want the focus to be the people/faces of rajasthan. the ad itself is shot by the people holding the camera and taking stills of themselves. 🙂

    Thanks!

  2. Jimanshu says:

    I like the analysis…overlooking of how the human faculties function…

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