TOURISM INDIA MARCH 2019 TOURISM INDIA MARCH 2019 | Page 13

festivals, and scrumptious
cuisines, and there is a
surreal feel to it that is
both real and fantastical
for tourists.
 In essence, Human by
Nature presents Kerala
as ‘the courtyard of the
world’, where no one is
an outsider, not even the
traveller; where the land
and the people create a
fabric of tolerance and
interconnectedness; where
you speak with no words and listen
from the heart; where you can explore
Magic in Everyday and Eternity in the
Ordinary—all of which can make us
human, all over again.
 Describing the latest campaign as
a powerful multi-media outreach, Mr.
Kadakampally Surendran said it would
act as a trigger to put Kerala Tourism
on a higher pedestal in a competitive
global marketplace.
 “I am sure it will strike an
emotive chord with travellers and
position Kerala as an essential fixture
on the international travel circuit.
It will appeal to both high spenders
and backpackers. Tourism is a major
contributor to Kerala’s economy
and a significant source of foreign
exchange. The increase in footfalls can
have transformative effect on the lives
of our people,” he added.
 The film was conceived and scripted
by Stark Communications, the brand
agency for Kerala Tourism for several
years, and directed by Vivek Thomas,
Director of Miramar
Films. It was shot in the
enchanting locations
like Kumarakom,
Alappuzha, Arthungal,
Chellanam, Fort Kochi,
Munambam, Wayanad, Kannur and
Thaliparambu.
 Ms. Rani George said Kerala
Tourism keeps reinventing itself
with fascinating ideas. “The film is
both sophisticated and emotive. It
shows Kerala in a wider spectrum as
vibrant and welcoming, underlined
by a powerful human touch. This will
further firm up Kerala’s position in
the itinerary of international travellers
as one of the most fancied global
destinations,” she added.
Mr. P. Bala Kiran IAS said the film is
a unique attempt at the makeover of
the state through a visual depiction of
the way life in Kerala is lived. “It will
give traction to the state government’s
concerted efforts to rejuvenate its
tourism sector
by increasing its
appeal among
foreign tourists
several notches
up,” he added.
The 360
degree
integrated
campaign has
also a strong
print component, and it was shot
by the renowned New York-based
Canadian photographer Joey L, who
is known for his work that straddles
the worlds of photojournalism and
commercial photography. He travelled
extensively across the state to create a
set of stunning portraits that showcase
the people and the terrain they live in -
like never before.
 The campaign would run in Kerala
Tourism’s key markets, such as USA,
the UK, Gulf countries, Germany,
France, Italy, Sweden, Spain, the
Netherlands, Switzerland and Belgium.
The premiere also witnessed a
scintillating performance by Avial, the
alternative Malayali rock band, besides
a presentation of the state’s folk art
forms Pulikali and Theyyam.
 In 2018, the state’s tourism netted
record revenue of Rs 36,528.01 crore,
clocking an increase of Rs 2,874.33
crore from the previous year, while the
number of domestic and foreign tourist
arrivals stood at over 167 lakhs.   
The film can be viewed on Kerala
Tourism’s Facebook page.
March 2019 Tourism India
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