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Thomas Cook India repositions Holidays with a fresh new approach

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Mumbai: Thomas Cook (India) Limited, India’s leading omni channel travel services company has signed on the ace cricketer Ravichandran Ashwin and popular actor Vikrant Massey to position the  leading travel services brand as the best at creating holiday experiences that make for great stories for their customers – while reiterating the promise of Thomas Cook quality for assurance. The strong customer connect of Ashwin and Vikrant reinforces the connect with not only the two big drivers of cinema and cricket – but also the credibility of these two much loved icons.

With domestic tourism back in the spotlight and witnessing accelerated growth for Thomas Cook, the association commences with a campaign that focusses on the vibrant and diverse opportunities that India represents – using Ashwin and Vikrant as the “storytellers”! The creative insight for each of the two films showcases the new brand position for Thomas Cook – as the creator of experiences, giving customers the holiday stories that are what holidays are really about.

The new campaign is being launched with a 4-part India Holidays digital campaign. In the first part of the campaign, Ashwin & Vikrant fondly reminisce about holidays in their youth, when they would manage with the bare basics and how their holiday aspirations have changed completely, and how today, all of us want better quality holidays…from Thomas Cook of course!

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In the second, they encourage all Indians to consider taking more Indian holidays (besides taking their dream international holidays), because the quality of India Holidays have been elevated so much over the past few years – with world class connectivity, stay, food and local experiences.

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Aided by the campaign, Thomas Cook India aims to rapidly scale the massive and growing Domestic Holidays opportunity – while focussing on quality conscious customers, leveraging the 143 year heritage and reputation of the brand for category leading quality.

Mr. Abraham Alapatt, President & Group Head – Marketing, Service Quality, Value Added Services & Innovation, Thomas Cook (India) Limited said, “This is a long-term leadership position for Thomas Cook as the market leader, to build a distinctive creative platform with a strong emotive appeal. The campaign idea is based on the undeniable customer insight that well-travelled people are more interesting people – because well curated, quality travel experiences are incredibly enriching and memorable & Thomas Cook as the nation’s leading holiday service provider, ensures that customers have great holidays and therefore, have “Great stories to tell”.

In this age of rising aspirations and social media sharing, the campaign idea is a natural fit to target the younger, quality-conscious holiday customer – who is comfortable paying for the value of top notch services and experiences, rather than cutting corners and compromising.”

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