Objective:

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. We had to convince people that every trip to Rajasthan is a unique experience.

Idea: Since we wanted to establish the side of Rajasthan that nobody knew, we decided to rechristen Rajasthan itself. This was done through a series of ads where we had stories of individuals discovering a new, never-seen-before side of Rajasthan, culminating into the final thought-  Rajasthan is Mysthan.