Here is the speculative advertisement for my own Challenge India brief. In the visual, you see a black and white POV of a person sitting on a moped at the red lights in cold, dreary England, contrasted to the colour POV on a moped in India, dodging a sacred elephant on one side and local Indians shouting their wares.
It’s simple: do you want to be free, or don’t you? If you don’t, then you stay where you are right now, looking at this poster. Protected. Safe. Bored.
If you do, you travel to India.
Challenge India won’t appeal to everyone. That would make our Challenge Rituals, well, less challenging. Ride a moped from the beach villages of Goa to the holy elephant in Hampi, climb to the top bunk of a sleeper train headed for Hyderabad, City of Pearls, and haggle prices throughout a country of 1 billion people and 2,000 dialects. Every time you complete a new Ritual, you’ll experience that sense of freedom you’ve never had at home.
Excited? This challenge doesn’t have to wait any longer.
Go to www.challengeindia.com to book a consultation with one of our Indian experts, and feel your freedom begin today.
Big Ship Copywriting
Client: Challenge India
Project: Challenge Rituals
|Background Briefing:Challenge India are a tourist company that want to gain a wider sector of the Indian tourism market. They link travellers up with homestays, hostels and adventure activities. Their Challenge Rituals take advantage of the more free and wild nature of travel in India, compared to the more strictly controlled life of the traveller’s home countries. The Rituals are designed to take westernised people out of their comfort zones and make them feel more free and stronger for the experience. This is not the kind of adventures your parents want you to take. It is going to appeal more to the backpacker traveller than the standard hotel holiday goer.
Compare the difference in lifestyles between home and India. Home is boring by comparison. The makeup of Western civilisation makes people feel sick because it’s against their inner nature. India gives release to that nature.
|Problem: This style of travel in India is by no means an easy or particularly safe task
Opportunity: Ignore the wider market and hone in on our niche of travellers and backpackers: demonstrate that the rough, free and slightly dangerous nature of travel in India is exactly the medication travellers need
|Business Objective: Get travellers to book their daily activities through Challenge India
Demographic: 18-30 years old, 60/40 male/female, travellers and backpackersPsychographic: Young people who want excitement, danger, to be challenged and have a story to tell. They want to broaden their horizons. They want tol be stronger and tougher because of the experience. They want a sense of freedom,Key Desire: To have more life experiences, more excitement and danger
|Key Proposition: In India, you’re free
|Reasons to Buy In:
- Less rules and regulations in India – don’t want to wear a bike helmet in traffic? Then don’t!
- Learn to interact with human beings again – when you can’t read Hindi signs, you’re going to have to ask a local
- Thrill, uncertainty and danger – dodge sacred cows on the road, the challenge of haggling for goods, Rickshaw drivers who rush through the crazy traffic
|Intended Response: “India looks so much more exciting”