In the early 90s, Mauritius was looking to give a boost to tourism. India was one of their key target markets. They wanted to show that Mauritius had more to offer than just beaches – cuisines, sport, flora, fauna etc.
A simple brief to Trikaya Grey resulted in one of the most memorable print campaigns. Copy by Alok Nanda and art by Vikas Gaitonde followed by Kanad Banerjee with photography by Prabuddha Dasgupta.
A unique feature of the campaign was the selection of typography. The headlines had interesting long extensions for the letters – ‘l’ ‘g’ ‘h’ etc. This unique font was created by Vikas Gaitonde to reflect the laws of Mauritius. The rule was that no man-made structure could be taller than a fully grown coconut tree. The uniqueness of the typography was that nobody else could use the font without being accused of plagiarism.
Freddy Birdy aptly sums up, “When you read ads like that Mauritius Tourism, they make you want to pack your bags and go there.”
The campaign was so successful that it was adapted into other languages too.
It was also the first campaign from India that made it to the prestigious One Show.
Functional pet food is booming but confusing pet parents. Learn why science-backed education matters more…
Great companies start small. See how Facebook, Airbnb, and Zomato mastered niche markets before scaling.…
Global and Indian brands use co-creation to build richer customer experiences, deepen loyalty, and drive…
How brands with damaged reputations can rebuild trust through honesty, dialogue, and long-term cultural change,…
Explore how modern brands thrive by embracing scarcity, uniqueness, and analogue value in a world…
A look at how Slack emerged from failure, what makes a pivot succeed, and how…