SRINAGAR: A short film on Jammu and Kashmir tourism, launched by the state government, has won “gold” at an award ceremony organised by the India chapter of International Advertising Association (IAA) in Mumbai.
The ad film titled “Warmest Place on Earth” launched by the state’s Tourism Department in September 2017 has been declared the winner in the ‘Travel and Tourism Category’ at IndiAA awards held in Mumbai on Friday, according to an official statement.
IndIAA Awards is the intellectual property of the IAA India chapter and was instituted in 2015. The award recognises mainstream creative advertising campaigns.
The film highlights the hospitality of Kashmir. The 5-minute film was the first such big campaign launched by the Kashmir government.
The jury this year comprised of top honchos from the corporate world who included Suresh Narayan Chairman and MD Nestle India, Ravi Desai, Director Amazon India; Rajiv Anand, Executive Director Axis Bank; SuparnaMitra, CMO Titan; Sangeeta Pendurkar, CEO Pantaloons; AlpanaKillawala, Principal Advisor Reserve Bank of India &Ranju Kumar Mohan, Entrepreneur, the statement said.
Among function was attended by stalwarts from Indian advertising Piyush Pandey and Prasoon Joshi also.
The five-minute short film was the first such big campaign launched by the Tourism Department. Conceptualised by J. Walter Thompson, considered to be the largest agency in India, was produced by Chrome pictures. Amit Sharma, one of the top ad film makers in India directed the film shot across the family.
The film crossed more than 25 million views on social media and got a massive response from people across geographies. A huge of celebrities like Amitabh Bachaan, Ranbir Kapoor, Karan Johar, Alia Bhatt, Raveena Tandon supporter and promoted the film. Politicians like Rajnath Singh, Omar Abdullah and Mehbooba Mufti also tweeted about the film. It was also covered extensively by national and international media.
The song ‘Sahibo’ written by Shah Faesal and sung by Vibha Saraf &Mudasir Mir was also a huge hit. It was composed by celebrated music director Clinton Cerajo
Prior to this, the ad in 2014 Central Ministry of Tourism had created a campaign had won the prestigious Blue Elephant at Kyoorius Creative Awards. The film was shot and directed by Tassaduq Mufti, an award-winning cinematographer has shot more than 300 commercials. He was also the Tourism Minister of the state recently.