Unique Travel Campaign for Northeast India Aims to Break Indian Stereotypes Held by Indians

Thomas Cook India has launched a new travel campaign ‘Travel to Know’, that focuses on more than just travel –it looks to address errant cultural perceptions about the people of Northeast India while at the same time promoting the region as a culturally diverse travel destination for Indians.

Unlike the typical travel campaign, it steers away from using picturesque imagery with the creation of two films that feature real-life young people who speak directly to the camera, dispelling myths about the region and inviting the audience to discover who they really are.

They are quite powerful and wonderfully done. Check ’em out.


Conceptualized by Law & Kenneth Saatchi & Saatchi India, the films are produced by Lightbox Films and directed by Rahul Nangia. The campaign will run on TV, Radio and Digital platforms and the focus will be on PR to generate conversations about the subject across social platforms.

“Thomas Cook India has always been at the forefront of bringing fresh and exciting new experiences to our customers,” said Abraham Alapatt, President & Group Head, Thomas Cook India. “However, the North East of India is undiscovered by a large majority. With this campaign, our intent is to question the myths about the region and to generate a strong positive interest in the region.”


“The characters in the film were facing the camera for the first time,” said Rahul Nangia, Jt. National Creative Director, Law & Kenneth Saatchi & Saatchi. “The idea was to keep the films real and hard-hitting. And to use a simple visual device to turn perceptions around.”


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