ART DIRECTION | STRATEGY
Maharashtra Tourism - #ExploreMH
Objective
MTDC is a body of the Government of Maharashtra responsible for the development of tourism in the Indian state of Maharashtra. MTDC runs a marketing campaign based on its quarterly tourism magazine, Maharashtra Unlimited for ages. This campaign is dependent on modified imagery which disconnects the potential tourists from the actual traditional experience of the state. I worked on art directing the marketing strategy so it is unique and culturally relevant.
Answer
Being based out of Maharashtra, I look at Maharashtra as not just a geographical expression but an entity built on the collective efforts of its people. Through the campaign, I wanted to make sure even though it was a modern campaign, it had hints of the state's cultural heritage. So, I proposed the #ExploreMH campaign having both a traditional and social media marketing presence. I also redesigned the website to simplify the information architecture of the existing website and make it a seamless experience for the visitors.
