When Team Ogilvy Took 10,000 Pictures For A 1.5 Minute Mp Tourism Film…

It has been a good year for Madhya Pradesh Tourism Board as two of their ads made by Ogilvy got the attention of international juries at two prestigious festivals, winning a Silver and Bronze Lion at Cannes for ‘Memories of Destination’, aka the ‘world’s most honest tourism film’ and another one, ‘MP main dil hua bache sa’, bagging a Graphite Pencil at D&AD Awards 2018.

- Neeta Nair

At Cannes, the campaign named ‘Memories of Destination’ - a collection of hundreds of photographs that showcases stories of millions of travellers who have visited Madhya Pradesh over the years - bagged a Silver Lion for its spectacular editing and a Bronze Lion for its rhythmic music. Incidentally it is also the first time that a State tourism ad from India has won such accolades at Cannes (However, the Ministry of Tourism India has won a Gold at Cannes in 2012 for ‘The Hinglish Project’.)

Piyush Pandey, Executive Chairman and Creative Director, Ogilvy South Asia believes that year-on-year his team has managed to retain the soul of Madhya Pradesh through their ads and keep it distinct from the other tourism campaigns. He says, “The idea has always been to put MP on the world map, even though this ad was not specifically targeted at tourists from other countries. Every year, we thought that the ads would get recognized internationally and finally this year, the jury noticed it and it won.”