‘Your Moment Is Waiting,' an award-winning ad film from Kerala Tourism, has been feted at New York Festivals (NYF).
The commercial has won the bronze world medal for cinematography, an official spokesman said here on Thursday.
This apart, it claimed three finalist certificates for travel TV/cinema advertising, film direction and music score at the New York event that celebrates the world's best in advertising every year.
ONLY ENTRY
Conceptualised and created by Stark Communications, ‘Your Moment Is Waiting' is the only TV/cinema advertisement entry from India to win an award this year at the event.
The film has already notched up over a dozen awards at the global level so far.
They include three gold medals at the Pacific Asia Travel Association (PATA) international event; a bronze each at Berlin Golden Gate and at the Abby-Goafest; a silver at ‘Pepper' fest; and a D&AD shortlist.
The last in the series was an award at the ongoing prestigious Prague International Advertising Festival 2011.
Dr V. Venu, Secretary, Kerala Tourism, said that the aim was to break through the clutter and depict the destination of Kerala in a different, yet true-to-life manner.
“I am happy that the global traveller as well as the creative fraternity has sit up and taken notice.
REINVENTING ITSELF
The NYF recognition is satisfying as it proves right our belief that every travel destination needs to constantly reinvent itself to stay relevant and meaningful to the evolving traveller,” Dr Venu added.
Mr M. Sivasankar, Director, Kerala Tourism, said that the film is set in a different mood and marks a new and decisive moment in the marketing strategy of Kerala Tourism.
“The honours coming our way from the world over are indeed the recognition for this strategy,”' Mr Sivasankar said.
‘Your Moment Is Waiting' is a transformational journey that captures moments that are raw and refined, sensual and spiritual, real and surreal – all at the same time.
It overcomes the visual fatigue by presenting a layered destination soaked in art and culture that the traveller can keep on discovering.
LONDON PREMIERE
According to Mr Swarup B. R., creative director for the film, the team had a first-hand experience of the impact of the ad film when it was premiered at the Saatchi Gallery in London to a very exclusive audience in September 2010.
“They were mesmerised - and in the next couple of months, 12 out of the 100 odd celebrity invitees holidayed in Kerala,” he added.
The entries to NYF were judged by an international panel of creative directors representing major advertising centres around the world.
The winning work will be showcased at www.newyorkfestivals.com.
The winners will also be published in the next New York Festivals Annual of Advertising, the world's largest selling annual of its kind.