Rann Utsav-The Tent City

Problem

The festival needed stronger social media presence and consumer retention

Solution

By converting it into a brand, we helped Gujarat tourism to reach new heights year by year, with increasing national and international foot falls.

Client: Rann Utsav-The Tent City

Sector: Tourism

Rann Utsav is one of the most eagerly-awaited tourism events of India, which celebrates the marvels of nature at the White Desert and the rich cultural and artistic heritage of Kutch. The concept of Rann Utsav was envisioned by Hon’ble Prime Minister Shri Narendra Modi, the then Chief Minister of Gujarat. What began as a three-day festival progressively evolved into a 100-day celebration at Dhordo, a village near Rann of Kutch where a whole new tent city is created, replete with temporary infrastructure and designed with unique experiences for the guests, built and rebuilt every year.

Services: Sales & Marketing Campaigns

Campaign : 2022-2023

Our ongoing campaign brings many new exciting offerings to the forefront. From the colourful and vibrant sides of the beautiful Kutch to the naturally scenic spots around, to the soulful heritage and culture, ‘Rann Ke Rang’ is all about the colourful experiences that Rann Utsav has to offer.

Campaign : 2019-2020

Rann ki Kahaniya was positioned once the destination was established and well-known to travellers. Through the campaign, we asked guests to etch their beautiful stories on the White Desert. We specified ourselves around an audience who love to capture moments and tell wonderful stories of their travelling experience.

Campaign : 2019-2020

To address the infamous pandemic problem, our team decided to take things a notch higher and go deeper at the heart of what makes Rann Utsav a memorable experience. This campaign somewhere redefined the way forward for the entire project. We focused, not only on the experiences offered at Rann Utsav but on those people who made it possible. We designed this campaign around the locals of Kutch, keeping them at the centre of our communication. And calling it ‘Acho Kutch’, meaning “Welcome to Kutch” giving a warm, welcoming touch.

We spoke about the locals and showed them in all our communication, talking about how much this festival has helped them, not just by earning their livelihood but also by bringing about their community’s upliftment. During the period, all safety precautions were taken and all government guidelines were followed.