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TVCs of Madhya Pradesh Tourism: 'Jo aaya so wapas aaya, ye MP ki maya' and more

16-Jun-2023

Blog :: Culture

20 Views | 5 Min Read

Madhya Pradesh, the heartland of India, has captured the imagination of travellers through its mesmerising television commercials (TVCs) that showcase the state's diverse landscapes, rich heritage and cultural vibrancy. These captivating advertisements, produced by Madhya Pradesh Tourism have not only won awards but also succeeded in changing the perception of the state for decades. In this blog, we will take a closer look at these iconic TVCs, their unique themes, and the impact they have had in promoting Madhya Pradesh as a must-visit destination.

Jo aaya so wapas aaya, ye MP ki maya.

MP Tourism has a long legacy of iconic short films, and we have endeavored to create another such film. This short film will take you on a captivating journey with a storyteller who shares the abundance of things to see and experience in Madhya Pradesh. The tale is presented in the form of a folk song, illustrated using the Gond Art of MP .

We hope you'll enjoy it!

YouTube Link --------------------------------------------------------------

Til Dekho Tad Dekho 

One of the groundbreaking TVCs by Madhya Pradesh Tourism that marked a significant milestone is "Til Dekho Tad Dekho." This iconic commercial was the first of its kind and played a crucial role in bringing Madhya Pradesh to the notice of travellers. It took viewers on a nostalgic journey through a bioscope, offering a unique perspective of the state's attractions. From showcasing architectural marvels to wildlife encounters, the commercial provided a diverse range of experiences. What sets this commercial apart is its distinctive approach to capturing Madhya Pradesh's essence, immersing viewers in a world of wonder and leaving them captivated by the state's beauty and allure. 

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Hindustan Ka Dil Dekha

Following the success of the first TVC, "Hindustan Ka Dil Dekha" presented Madhya Pradesh through the eyes of a lady, capturing her awe and amazement as she experiences the state's scenic wonders. This commercial highlighted the state's cultural heritage, natural beauty, and warm hospitality, creating a sense of excitement and curiosity among viewers. The subtle changes in her gaze reflected a sense of peace and tranquillity, particularly when she witnesses the magnificent Sanchi Stupa. Without uttering a single word, her eyes conveyed the profound impact of experiencing the cultural heritage and serenity of Sanchi.

MP Ajab Hai  

This extraordinary TVC, featuring the earthy voice of actor and singer Raghubir Yadav, took viewers on a mesmerising journey through the art of Hand Shadowgraphy. Through skilful hand movements, various characters and tourist destinations of Madhya Pradesh came to life, creating a visual spectacle. What sets this commercial apart is its ability to revive a fading art form while simultaneously showcasing the breathtaking attractions of Madhya Pradesh. With a catchy jingle, captivating visuals, and a soulful voice, this TVC left an indelible mark on viewers, making it a truly memorable and engaging experience.

Rang Hai Malang Hai 

Inspired by the festival of colours, this TVC embarked on a vibrant journey, celebrating the kaleidoscope of colours and mesmerising tourist attractions of Madhya Pradesh. What made this commercial truly unique was its ability to weave magic by transforming flying gulal into iconic landmarks such as the Jahaz Mahal from Mandu, Sculptures from Khajuraho and the Great Stupa of Sanchi. The visual spectacle created a breathtaking experience, evoking a sense of joy and wonder. On the other hand, the energetic and lively music added to the overall energy and vibes of the concept. The commercial's distinctiveness lies in its power to entice viewers to immerse themselves in the colourful tapestry and culturally rich heritage of Madhya Pradesh, making it an invitation that is impossible to resist.

MP Mein Dil Hua Bacche Sa 

This TVC embarked on a captivating journey, transporting into the joyous world of childhood and presenting Madhya Pradesh's attractions from a child's point of view. What made this commercial truly unique was its ability to tap into nostalgia and evoke the carefree spirit of youth. The use of bobblehead dolls and tin toys added a playful element, transporting viewers back to their childhood adventures. Accompanied by a childish voice as the background audio, the commercial had a sense of innocence and joy. Its distinctiveness lies in its power to resonate with viewers on an emotional level, reminding them of the enchantment and wonder that exploring new places holds, no matter what their age is. As an honour, this TVC has also been recognized with a Graphite Pencil at the D&AD Awards 2018. D&AD Awards showcases and celebrates the world's best commercial creativity in design, advertising, craft and production.

Memories of Destination

This TVC used a unique approach by showcasing real photographs of travellers and their experiences in the Heart of India, Madhya Pradesh. By capturing the state through the eyes of these explorers, the commercial offered an authentic and relatable glimpse into the destinations. What sets this commercial apart is its ability to encapsulate the essence of travel and the personal connection that the generations of travellers develop with Madhya Pradesh.

Notably, this TVC has garnered significant recognition and was honoured with two awards at the prestigious Cannes Film Festival in the year 2018, including a Silver Lion for its exceptional editing and a Bronze Lion for its rhythmic music. 

The television commercials of Madhya Pradesh Tourism have played a crucial role in showcasing the state's rich heritage, natural beauty, and cultural vibrancy. Through innovative concepts, mesmerising visuals, and captivating music, these commercials have successfully redefined the perception of Madhya Pradesh as a tourist destination. Each TVC brings out a unique aspect of the state's offerings, leaving viewers with a sense of wonder and a desire to explore the heartland of India.

Written by Savita B

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make ..

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Piyush pandey, executive chairman and creative director, ogilvy south asia, hariranjan rao, md, madhya pradesh tourism board and azazul haque, cco, ogilvy south talk about creating two madhya pradesh tourism board ads which bagged awards at cannes and at d&ad awards 2018 and what makes these ads special.

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Madhya Pradesh Tourism Latest Ad Campaign: MP Mein Dil Hua Bache Sa

Relive the fun, carefree times of childhood in Madhya Pradesh! Shape-shifting marble mountains to ship-like historic monuments and a lot more, will make you too sing MP Mein Dil Hua Bache Sa…

Madhya Pradesh triggers your curiosity, enthusiasm and sense of wonder. From marble crocodiles to monuments from outer space, it has a lot to bring out the child within you!

The film uses customized toys made out of tin and painted in the MP art form (Gondha) to showcase different locations, culture, people, dresses, wildlife, textile, womenfolk, markets, marble mountains, forts, and religion. It uses a cot with a rotating dice on it which includes pictures of different places of the state.

Top Destinations in MP

Magical Mandu The ship that never sailed

Floating over it’s own reflection, the Jahaz Mahal in Mandu looks like a ship that’s about to sail. However, for centuries this ship made of stone and mortar never did. Instead, it stood floating over the twin lakes, bearing a silent witness to Mandu’s long, rich and varied history.

The city of Mandu is adorned with spell-binding Afghan architecture surrounded by baobab trees, native to Africa. The grand palaces are still alive with royal romance while the gateways (darwazas) speak of a history of imperial conquests. A walk through Mandu will leave you awe-struck, the way you used to be listening to stories from grandparents.

Funfair of Jabalpur The spectacle of shape-shifting marbles

Under the brightly lit moon, 100 feet tall mountains of marble change forms as the river Narmada passes through it. This view is so scenic that it stays with you for long. But this is just one of the many gifts that Jabalpur offers.

Here you will enjoy the privilege to experience surreal spectacles of nature romance man’s endeavours to carefully preserve the breath-taking imperial history. No wonder it has been a witness to some of the greatest episodes written by history, folklore and mother nature. Jabalpur is sure to amaze you, whichever direction you turn to, reminiscent of your trips to fun-fairs as a child.

Orchha Travel back in time

The historic town of Orchha, nestled on the banks of river Betwa, was founded in the 16th century by the Bundela Rajput Chief, Rudra Pratap. Here, the river Betwa splits into seven channels, also called the Satdhara. Legend goes that this is in honour of the seven erstwhile Chiefs of Orchha.

The ancient town seems frozen in time, with its many monuments continuing to retain their original grandeur even to this day. Here you will find some of the most fascinating temples and palaces that will help you realise a childhood fantasy – travelling back in time!

The Great Sanchi Stupa Road to enlightenment

The town of Sanchi is synonymous with Buddhist Stupas – hemispherical structures typically containing relics of the Buddha or his followers. The Stupas of Sanchi were constructed on the orders of Emperor Ashoka to preserve and spread the Buddhist philosophy. Sanchi has been protecting these beautiful and sacred architectural wonders, just the way these wonders have been safeguarding ancient history and art of the Mauryan period.

The numerous stupas, temples, monasteries and an Ashokan pillar have been the focus of interest and awe for global audiences as well. In fact, UNESCO has given the status of ‘World Heritage Site’ to the Mahastupa.

A visit to Sanchi will bring alive the awe you felt as a child as you listened to the tales of Ashoka.

The Pench National Park The real jungle with real Sher Khans

Tigers. Leopards. Jackals. And us humans. The Pench National Park, like it did in the iconic ‘The Jungle Book’, still brings humans in close contact with wildlife. Rudyard Kipling based Mowgli’s adventures, and his battle with the furious Sher Khan, on this very place.

Located in the southern reaches of the Satpura range, it is divided by river Pench into nearly two equal parts. This magnificent expanse shelters over 285 resident and migratory birds.

Pench National Park, with its majestic tigers and several other animals and birds, will bring back the thrill you used to have, when watching Mowgli battle Sher Khan.

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Credits Advertising Agency: Ogilvy and Mather Advertiser: Madhya Pradesh Tourism

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Madhya Pradesh Tourism: 'Rang Hai, Malang Hai'

Watch the ad, and hear the Ogilvy India team and how they conceptualised this ad. Also, film director Prakash Varma elucidates on the heavy use of special effects and animation in the film.

Watch the ad, and hear the Ogilvy India team (Piyush Pandey, Executive Chairman; Pradyumna Chauhan & Mahesh Gharat, Group Creative Directors) explain the brief, and how they conceptualised this ad. Also, film director Prakash Varma elucidates on the heavy use of special effects and animation in the film.

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• > MP Tourism’s New Ad With Bobble-Heads And Kids’ Toys Is Going To Make You Nostalgic

Jun 16, 2016 at 03:43 PM

MP Tourism’s New Ad With Bobble-Heads And Kids’ Toys Is Going To Make You Nostalgic

The tourism department of Madhya Pradesh has come up with another ad, and like always, this one strikes the right chords.

The commercial is the fifth in a series of brilliant ads created by the firm Ogilvy and Mather for the state tourism department. The ads are extremely popular for their use of vivid visuals along with melodious background tracks.

Here’s a look at the latest ad, which is surely going to prompt you to pack your bags and travel to the heart of Incredible India!

MP Me Dil Hua Bacche Sa, 2016

The ad uses bobble-head dolls along with several indigenous toys to view MP from a child’s perspective. Combined with a young voice in the background score, this is sure to make you sing along.

Here’s a look at some of their earlier ads.

Hindustan Ka Dil Dekho, 2007

This ad shows the locations across Madhya Pradesh through a bioscope, bringing out the nostalgia in all of us!

Hindustan Ka Dil Dekha, 2009

The expressive eyes of a woman are used to beautifully symbolise various tourist destinations across the state.

  MP Ajab Hai, 2010

In this one, the classical art of hand-shadows is used to form structures and locations across the state, creating interesting visuals.

Sau Tarah Ke Rang Hain, 2013

Set in the background of Holi celebrations, flying gulal takes the form of tourist attractions in Madhya Pradesh, which, combined with the awe-inspiring background music, is sure to give you goosebumps!

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MP’s tourism ad ‘MP Mein Dil Hua Bachche bags prestigious AFI Award

Madhya pradesh state tourism development corporation’s ‘mp mein dil hua bachche sa’ has bagged the prestigious afi award..

HT Correspondent

[email protected]

Bhopal: Madhya Pradesh State Tourism Development Corporation’s ‘MP Mein Dil Hua Bachche Sa’ has bagged the prestigious AFI award.

In a statement issued by the state government, this award has been given to Madhya Pradesh Tourism for best ongoing campaign. Chief minister Shivraj Singh Chouhan had launched this ad campaign of in June 2016 on the occasion of renovation of Minto Hall and commencement of convention centre in Bhopal.

Like other TV commercials of Madhya Pradesh Tourism, ‘MP Mein Dil Hua Bachche Sa’ became very popular and the ad was the talk of the town. “The ad says that certain wonderful things which we see in our childhood give us tremendous happiness, similarly we feel happy when we come to Madhya Pradesh. Whoever comes to the state, his heart becomes childlike. Be it the jungles, the palaces or the works of art of Madhya Pradesh...!”, said the statement.

AFI award was set up in 1968 by the New American Marketing Association for the highly effective advertisement programme. This award is given in the individual category also for campaign and creative works for effective marketing communication, said the statement.

Box: Online link to the MP tourism’s TV advertisement

https://www.youtube.com/watch?v=wFbUw2Ge-f4

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Throwback: Tourism advertising and "MP Ajab Hai", storytelling in silhouette

Tourism was sluggish in madhya pradesh till the mid 2000s. ashwani lohani was brought in to mp tourism development corporation to build tourism to mp. he revived the corporation and brought in ogilvy india to promote mp tourism..

Madhya Pradesh (MP) is the “Heart of Incredible India”, having borders with UP, Chhattisgarh, Maharashtra, Gujarat and Rajasthan. It is the center of India, with pristine nature, abundant wildlife in its 11 national parks, 24 wildlife sanctuaries and six tiger reserves, lakes, rivers and hills. It has 3 UNESCO World Heritage sites, imposing forts, pilgrimage places, flourishing arts, and culture. As a tourist destination, MP has something for everyone.

Sluggish Tourism

Until the early 2000s, the Indian government’s effort at promoting Indian tourism was not yielding significant results. Credit goes to V. Sunil and Amitabh Kant (then in the Ministry of Tourism) who envisaged the “Incredible India” concept to promote India as a tourist destination. Under this banner, states and union territories were encouraged to promote and develop local areas and sites of interest. Tourism was sluggish in Madhya Pradesh till the mid 2000s. Ashwani Lohani was brought in to MP Tourism Development Corporation to build tourism to MP. He revived the Corporation and brought in Ogilvy India to promote MP tourism.

Advertising for MP Tourism

Ogilvy made two successful advertising campaigns. One was the “Hindustan ka dil dekho” campaign and the other was “Bioscope”. For the third ad campaign, Ogilvy was looking for a fresh idea that would resonate with the rustic theme they had conceptualized. Mahesh Garat and Pradyumna Chauhan, led by Abhijit Avasthi, scripted the new commercial. It was shot by Vinil Mathew. The jingle was sung by actor Raghubir Yadav, a native of MP.

Making the “MP Ajab Hai” TV Commercial

A lesser known performing art form called shadowgraphy or ‘ombromanie” was used for the execution of the television commercial. Having ancient roots, this art form uses hands, finger movements, and positions to depict various forms by way of shadows on a curtain.

The black and white shadowgraphy showcased tigers in the wild as the jingle rang, “Ek nahi, do nahi, sekado yahain sher hai”. Legendary Mowgli found mention too. The hand movements seamlessly moved to showcasing the Mandu fort, the gigantic chandeliers of Jai Mahal and the ancient Sanchi Stupa. Geographic marvels like the marble cliffs were depicted too, “Sangemarmar…choota asman hai”.

The lyrics and music were Indian and set a mood for depicting a culturally rich and geographically varied tourist destination. The storytelling-by-hand gestures that took form of deer, birds, elephants, tigers, forts, hills, and people, moved seamlessly like a cinema from scene to scene. The agility and skill of the shadowgraphers from Bengal was noteworthy.

The television commercial ended with the energetic jingle playing on, “MP ajab hai, are sabse gazab hai”. (MP is truly astonishing). This ad allowed a degree of imagination and drama to develop in the audience, as sites and objects were just shadows and not photographs.

MP Tourism, over the years, has been the recipient of many awards, like the “Hall of Fame” award for “Best State for Comprehensive Development of Tourism” for three consecutive years. They have also won “Most Innovative and Unique Tourism Product” for developing Hanuwantiya Tapu (island) as a sightseeing and adventure location amidst Indira Sagar, and the Hanuwantiya Jal Mahotsav, promoting backwater watersports and rejuvenation.

Its Tourism website also promotes many festivals, events and contests like “Sketch the Heart of Incredible India”, to create awareness and engage with the people.

The “MP Ajab Hai” TV commercial has brought MP tourism into the homes and minds of people. It is part of the larger “Incredible India” promotion initiative, and remains iconic for its uniqueness and catchy jingle.

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