At first, the picture you see does not look like a brightly-lit room. Whatever light pours into the room is from the window. Once you take a glance outside, you will find a whole world beckoning you to take part in a culture marked by its diversity. This is the ‘A Room with a View’, welcoming you to none other than God’s Own Country, Kerala.
If there is something that could add to the manifestation of the beauty that Kerala is, it is it’s new ad campaign, ‘A Room with a View’. And it doesn’t surprise us to know that this new film has been awarded for being the ‘Best Ad film under 60 sec plus category’, at Kyoorius Awards for Kochi Muziris Biennale.
The film was created as a promotional tool for Kochi Muziris Biennale. It has been directed by Sameet Thahir and conceived and scripted by Stark Communications, the creative and brand management agency of Kerala Tourism. Also, it was the only ad film to have been nominated from South India.
What makes ‘A Room with a View’ even more significant is the double perspective that the visual provides. On one side of the window is the audience, witnessing the varying colours of the socio-cultural assimilation in Kerala. As you keep looking, there are multiple aspects of the state that walk past the window–people from different communities and religion, teenagers, a kathakali dancer, fishermen, an elephant parade and others. What adds to the perspective is the foreign tourist standing on the other end of the window, who is also observing the wonders of Kerala, while being a part of the scene. This emphasises the state’s potential as a tourist destination both for the domestic and foreign visitors.
Besides, the room itself holds greater meaning that what initially meets the eye. The reading room named ‘Yuvadhara’ itself is a depiction of the deep rooted initiatives of the youth of Kerala, leading to high rates of literacy. On the wall of the library is a poster of Kurosawa, again hinting at the inclination of the people of Kerala towards artistic feats. Which also reminds one of his acclaimed movie, Rashomon, a narrative that proposed the possibility of multiple perspectives to a story. And here, it is the story of the benevolent magnificence of Kerala.
Watch the video