It's Jhappi Time. That means hug time. Destination New South Wales is launching the largest ever campaign targeting India in the history of Australian tourism to encourage more visits from the region.
The campaign will run in India and Australia with two thirds of the activity happening in India. Cinema and print ads will run in Delhi and Mumbai with digital and PR activity to support it. Here activity will be split across digital and PR.
Destination NSW CEO Sandra Chipchase told AdNews the time was right to target the Indian market to encourage friends and relatives to visit following the introduction of a direct route from Delhi to Sydney last year.
The campaign shows four scenarios including parents visiting children studying in Sydney, friends missing friends who have moved here, and a grandmother-to-be wishing she could come to the baby shower in Sydney.
It has created the Jhappi Time Dance and filmed it across Sydney and tasked Bollywood director Anupam Sharmato oversee the campaign. Destination NSW is also encouraging the Indian community in Sydney to send digital postcards to friends and relatives in India, inviting them to visit.
The campaign was created in-house. UM handled media planning and buying.
