Adventures Overland
OBJECTIVE:
CHALLENGES:
Limited Awareness: Raising awareness of Tushar and Sanjay’s unique yet amazing journey was difficult because they were not well-known public figures.
Unusual Strategy: The journey included traveling 70,000 kilometers across 50 nations in 6 continents without the aid of GPS trackers, instead depending on road maps, local signboards, and local people for instructions. This unconventional approach posed a unique challenge.
Geographic Coverage: The journey covered diverse regions and countries, making engaging a broad audience interested in global travel essential.
Engaging the target audience: The campaign needed to resonate with the “hatke” (unconventional) mindset of the target audience and generate excitement.
SOLUTION:
To solve the issues and generate interest in “The Great Indian World Trip,” a novel and unorthodox strategy was used:
Logo: A distinctive logo was created.
Travel Show: The team decided to travel itself rather than run conventional digital advertisements. Tushar and Sanjay journeyed in a Toyota Fortuner through India, Southeast Asia, Australia, Africa, South America, North America, Europe, and the Middle East with other like-minded promoters. It was suggested that they record the entire event while traveling and produce a fascinating travel show.
The 15-episode trip program was later broadcast on Discovery Channel, a recognized travel and adventure material source. Discovery Channel offered an essential platform for reaching a larger audience and showcasing the remarkable experience.
Storytelling with a Difference: The marketing emphasized the journey’s distinctive feature of relying on local guidance rather than GPS navigation. The audience members were intrigued by this storytelling technique.
CAMPAIGN OUTCOME:
The campaign produced outstanding outcomes:
Increased Awareness: The campaign successfully raised interest in Tushar and Sanjay and the idea of Indians traveling the world.
Audience Engagement: The unorthodox character of the tour and the exciting travel program successfully captivated the target audience, especially the more adventurous individuals.
Inspiration: The tour encouraged viewers to adopt an adventurous mindset and urged others to seek unorthodox methods of global exploration.
Cultural Exploration: The campaign successfully showcased India and Indians worldwide, promoting cultural exchange and understanding.
Promoting India: The trip served to promote India by demonstrating its people’s passion for exploration on a worldwide scale.
Logo
Travel Show
LOGO
