Piyush Pandey
Global Chief Creative Officer at Ogilvy
Goregaon (East), India
TitleRajasthan Tourism Board
Agency
Campaign Ogilvy & Mather
Advertiser Rajasthan Tourism Board
Brand Rajasthan Tourism
Date of First Broadcast/Publication
Business Sector Destinations (Countries & Places)
Story People's perception about Rajasthan had been reduced to forts and palaces. However, this one-dimensional image was far removed from its vibrant reality; which includes culture, wildlife and rich history. So the idea was to create a logo that reminded people of its diversity. Hence, we combined the two most ubiquitous visuals of desert: camels and birds to create the logo. One quick look, and the viewer saw neither bird nor camel, but instead the famous Rajasthani moustache. The logo served to drive home a simple message, look beyond the obvious and you will discover magic! 
Philosophy We combined the two most ubiquitous visuals of the desert: camels and birds to create the logo. However, the illusory nature of the logo was such, that upon a quick look the viewer saw neither camel, nor bird; he saw the famous Rajasthani mustache. This logo served to drive home a simple message, look beyond the obvious and you will discover magic! 
Problem The state of Rajasthan had come to be identified as one, of forts and palaces. This one-dimensional image of Rajasthan was far removed from its vibrant reality which includes culture, wildlife and rich history. Our task was to create a logo that not only reminded our visitors of this diversity, but also rekindled in them an explorer's spirit. 
Result Our logo espoused a travel philosophy and it was appreciated by casual and serious travelers alike.The internet was abuzz with the logo trending on Twitter for over 21 days! It was covered by major news houses in India as also online with over 28 blogs in just 15 days. Shared extensively, the logo created a conversation about Rajasthan that wasn't only about forts and palaces This time we spoke about its secrets and delights all waiting to be discovered! 
Media Type Logotype
Length
More Information
Executive Creative Director
Executive Chairman and Creative Director, South Asia Ogilvy & Mather India
Executive Creative Director
National Creative Directore
Account Management
Designer
Production
Music

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