It's an 'ajab' TVC, a 'gajab' campaign of MP Tourism!

Madhya Pradesh, the heart of Incredible India, launches its new campaign, "MP ajab hain, sabse gajab hain". This campaign, the third in a series of a hugely popular and successful campaigns done in the past, is based on the ancient art of shadowgraphy. This art form woven around an earthy and rustic musical jingle captures some of the unique and surprising facts about Madhya Pradesh.

form."

Pradyumna Chauhan, Creative Director, Ogilvy Mumbai said, "Like in the past, our current television commercial stays true to the fact that we Indians love our song and dance. Therefore composing a song was an obvious choice, albeit much more challenging this time. Because unlike previous efforts where we showcased a multitude of our offerings, this time we focused on fewer destinations - but each one of them having amazing stories built around them. So for instance we had to craft song lines around amazing facts like the hanging of ten elephants from a hall roof to test its strength, communicate that there is a castle which with water bodies on either sides looks like a ship more than a castle and many more. Definitely these are awe-inspiring facts but equally daunting task was to turn them into short and simple song lines. Many drafts and re-drafts later, we hit the right notes."

The television jingle has been sung by acclaimed film and television actor, Raghuvir Yadav, who is a native of Jabalpur, Madhya Pradesh.

The entire narrative of the commercial captures key landmarks of the state in a stark manner against a simple white screen to give it a distinctive and memorable look.

Shadowgraphy or shadow theatre is a unique performing art which today is on the verge of going obsolete. India has a long and rich tradition of Shadow theatre. According to many scholars, this art originated in India. Reference to shadow theatre is found in the Tamil classic Shilappadikaaram.

sabse gajab hain'.

Ogilvy Mumbai has created the new commercial. It will be supported by a 360 campaign to intensify engagement with consumers through media like radio, print and digital.

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