Although it is global in its outlook, the campaign is also India-specific as the film shows the journey of a young man from India visiting Oman for a friend’s wedding and in the process exploring the diverse facets of the country.
The TVC (television commercial) is aimed at building awareness about the leisure opportunities in Oman as well as attracting the emerging segments that have witnessed a growth in India over the last couple of years - women travellers, destination weddings, honeymooners and adventure lovers. According to Lubaina Sheerazi, India Representative, Ministry of Tourism, Oman, the time is right as Indians are looking for new, niche and experiential destinations.
“Thus, a strong need was felt for a customised campaign that highlights not just the culture, landscape and history of Oman, but also showcases it as an ideal adventure and wedding destination,” she said. The campaign captures the essence of Oman at different levels and highlights diverse aspects of the destination. The film is conceptualised and developed by the Ministry of Tourism’s teams working in Oman and India and is directed by Bapi Bit of Motherboard Films from India.
Speaking about the development, Salim Adi al Mamari, director general, tourism promotion, MoT, said, “We are successfully promoting Oman in the Indian market and in countries around the world. We felt there was a strong need for a customised film that highlights the Omani culture, landscape and history, while also depicting the outdoor adventure and wedding aspects of our country. We believe that our new film has put together an interesting melangé of all these facets and are certain that the film will appeal to audiences while helping boost footfalls in the coming months.”
He added, “The idea of the film was to go beyond HNIs (High Net Worth Individuals) and premium travellers and attract younger audiences, women travellers, etc, as these are some of the emerging travel segments that India and the rest of the world are witnessing in the last couple of years. Also, since weddings are an important part of Indian culture, we are constantly striving to promote Oman for destination weddings and have hence encapsulated a segment in the film which is wedding specific, that showcases the different hues, emotions and rituals of an Indian wedding.”
The film features locations of Muscat city, Sur, Nizwa, Turtle Reserve at Ras al Jinz, Jebel Akhdar and Damaniyat Islands. The film will be used for global distribution across international markets for promotional purposes. There are multiple versions of the film catering to different segments.
The master five-minute film will be used for B2B platforms such as events, roadshows, etc. The four-minute version will be used by international markets, and the two-minute video will be used on digital platforms. The 30-second version of the commercial will be aired on television.