March 15, 2013

Kuoni India launched a new television commercial (TVC) in line with the new brand architecture recently announced by the company for their mainstream holiday business. The new commercial highlights the brand promise of ‘We are for holidays’ and inspires consumers across segments to stand up for their holidays.

Through this TVC, the holiday brand seeks to change the mindset of Indian holidaymakers by promoting holidays as a priority for everyone. The paper plane TVC, conceptualized by the creative agency TBWA is based on the insight that Indian travelers plan their holidays with enthusiasm spending days and night thinking, dreaming and planning a holiday. However, the realities of everyday life like work, savings or responsibilities bring them back to being an adult contemplating to embark on that much desired holiday. The TVC encourages them not to let their holiday spirit die and to enjoy their holidays while creating memories for a lifetime.

Commenting on the creative track of the new TVC, Vishal Suri, Dy. COO-Tour Operating, Kuoni India said “We have created great holiday experiences for travelers around the world and through this communication we seek to reiterate our position that “We are for holidays” giving shape to the dream holidays of millions of Indians. The creative showcases the child-like enthusiasm and the excitement of planning and eventually taking a holiday and is urging the consumers to never let their holiday spirit die. This campaign endeavors to motivate every Indian to make holidays a priority and to lower the guilt associated with taking holidays.”

Shiv Sethuraman, Group CEO, TBWA India said, “Asians in general and Indians in particular are a hardworking people. While this is largely a good thing it does mean that we are ridden with guilt when it comes to taking a holiday. ‘Paper Plane’ is a charming and moving story about the child in all of us. The child that is dizzy with excitement about going on a holiday and what happens when he collides with the real world. Rahul Sengupta, our NCD, has written a superbly insightful tale and Hemant Bhandari of Chrome Pictures has brought it alive in the most magical and charming manner imaginable. This TVC is part of a larger and longer term ambition for Kuoni. That ambition involves urging more and more Indians to take holidays and paradoxically, in a country like ours that is going to need much exhortation".

March 11, 2013

Kuoni India announced the launch of new brand architecture for their mainstream holiday business by unveiling the new logo. The new architecture will enable the mainstream holiday business to be future ready as a new age innovative holiday maker.

Along with the refreshed architecture, there also emerges a perceptible shift in positioning with the new tagline of ‘We are for holidays’. The holiday brand seeks to inspire consumers across segments to take more holidays by promoting holidays as a priority for everyone.

The new visual image includes a refreshed logo identity, a completely revised picture style and a uniform message for all creatives. These different elements work together to create a modern, inspirational brand that believes in transforming lives going beyond the product, price and offers. The new image differentiates the company and makes it relevant to consumers across travel segments.

Speaking on the development, Vishal Suri, Dy. COO-Tour Operating, Kuoni India says that the whole creative process identified single branding strategy as the ideal approach to inspire a wide cross section of explorers. A new visual image was then developed to change the mindset of Indian holidaymakers by encouraging them to make holiday a priority. In addition, all Kuoni India employees are being intensively schooled in the new image and the substance behind the brand so that the whole company is prepared for the transformation. The refreshed architecture embodies the Goodness and Approachability of ‘SOTC’ and the Global expertise and Explorer imagery of ‘KUONI’.

“It is an absolute necessity for a travel company catering to multiple segments across sectors to skillfully communicate a consistent message to all the stakeholders. Our new identity is a culmination of intensive brand audit and research profiling based on the interview of substantial respondents across travel spectrum. Holidays are still perceived as luxury in India and are not regarded as a priority. This campaign seeks to lower the guilt associated with taking holidays by encouraging Indians to view holidays as a necessity. This process has enabled us to reiterate and maintain our status as the leading travel company enabling travelers to gain magical, memorable experiences by turning their dream for a holiday into a dream holiday.”

The refreshed architecture and strategy has been developed with support from the creative agency TBWA. Shiv Sethuraman, CEO, TBWA India Group said, “The objective of the new identity, the positioning and the resultant campaign is to exhort people to believe that taking a holiday is a priority. We Indians are an extremely hard working lot and sometimes we all feel that by taking those few days off we are letting down our organizations, colleagues, bosses and partners. Kuoni and SOTC by virtue of their unique leadership positions, globally and locally, are best poised to grow the holiday market by encouraging people to take more holidays.”