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Campaign
Agency Network: 
Published/Aired: 
November 2010

Description

Print advertisement created by Stark, India for The Golden Chariot, within the category: Transport.

Caption

Travel like royalty.
South India's only luxury train
The Golden Chariot

Adertising Agency: Stark, Bangalore, India
Creative Director: Sharat Kuttikat
Art Director: Santhosh K
Copywriter: Sharat Kuttikat
Production House: Imran Khatri Productions

Photographer: Vikas Vasudev

Stylist: Hazel

Digital Artist: Healing Tool
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Highest Rated

Billoughsby's picture

The Coachman will appear momentarily to take Madame's baggage.

;)

Billoughsby
Activity Score 5144
Art Director |

That's it.

Guest's picture

ha..ha..ha..ha..ha...what else?

Guest
jackmancer2017's picture

Very literally. She doesn't look like she can really lift those bags either, kinda shows how clumpsy they are.

jackmancer2017
whatthefudge's picture

Before you comment, make sure you know what the ad's about. They're not trying to sell bags.

whatthefudge
Activity Score 1266
Jinxy79's picture

Then they need to change the ad....

Jinxy79
Activity Score 63
Jr. Art Director
Billoughsby's picture

The Coachman will appear momentarily to take Madame's baggage.

;)

Billoughsby
Activity Score 5144
Art Director |

That's it.

logobigger's picture

Pity the people who did this...art is good.. These jerks dont even know the basics of print advertising...saying and showing the same thing? pathetic!!!

logobigger
Activity Score 4
morse's picture

Yes, it's a repetition. Don't say what you show. I agree with logobigger.

morse
Activity Score 18024
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Mukesh's picture

Isn't it the first thing that would come to ones' mind when talked about heritage trains/royalty/exclusivity?

Mukesh
Activity Score 202
Copywriter at Mudra Institutte of Communications, Ahmedabad |

Mukesh Lekhwani

logobigger's picture

Yeah Mukesh...'first thought' as we call it...waste of money!!!!

logobigger
Activity Score 4
Blashyrkh's picture

A royalty does not travel with urban transport.

Blashyrkh
Activity Score 32890
Art Director
Guest's picture

Louis Vuitton called and said thanks for nothing.

Guest
CommandZ's picture

Ah yes, the dreaded "see & say", pretty bad.

CommandZ
Activity Score 2498
Creative Director
Guest's picture

Call me a sentimentalist, but I tend to enjoy things like a concept. Try to have one.

Guest
Guest's picture

the art is brilliant by the way...kudos to the art director...but copy sucks! wondering how the creative director nodded 'yes' to such a juvenile idea!!!apart from art direction this campaign is fuckall!!!

Guest
Guest's picture

they won't sell train tickets either!! LOL!!!

Guest
CuriousPencil's picture

The art direction a bit crosseyed for me. @Whatthefudge - don't you think it's a bit telling that you have to find out what's being sold *before* looking at the ad? Isn't that an ad's primary purpose? This ad sells bags. Small bags, upper middle-class luggage bags, not Royalty bags, which would be, I imagine, larger and More.

This ad *doesn't* sell travel: it's a white woman in a flouncy dress by a grubby chair and a clock whose little hand is dot-on 4, big hand dot-on 6, which means when the big hand hits 12, the time will be as off-mark as this ad (which doesn't sell trains) is.

Having just seen the website though, I'm not convinced this ad won't work. The train has comfy dining chairs as seating, and a treadmill for those who fancy taking a break from their luxury tour to have a bit of a workout. It may be a cultural thing, using high end luggage as bait - "Got these? Ride this" style.

Still misleading art direction though.

CuriousPencil
Activity Score 4225
Copywriter
whatthefudge's picture

What? The ad sells bags just as much as it sells fancy dresses.

whatthefudge
Activity Score 1266
CuriousPencil's picture

No. It sells bags because luggage is part of travel. Fancy dresses aren't compulsory.

CuriousPencil
Activity Score 4225
Copywriter
SCHIZFLUX's picture

royalty sells in India. honestly, i think it's a cheesy appeal.

SCHIZFLUX
Activity Score 40
Guest's picture

shes beautiful. that's the strongest point

Guest
shahidali's picture

Good idea for the TG in context of South India. Will have cut through with clear message. Art work is also good. However, the bag doesn't match with the ambiance and too many also.

shahidali
Activity Score 4069
Dhaka, Bangladesh |

shahid

riyelam's picture

Typography sucks. No maturity, let aside Royalty

riyelam
Activity Score 366
Graphic Designer at Linc Pen & Plastics Limited
Guest's picture

They are advertising an upmarket tourist train that visits places of importance in India - Its not a regular passenger train. In that context, I feel by saying 'travel like royalty', the message is not coming through. Liked art direction though.

Guest
Guest's picture

A for Apple?
poor copy good art direction, bad styling (substandard bags)

Guest
sarathg.G's picture

what is this??? what you mean here? one thing the photography is super,...

sarathg.G
Activity Score 4
Graphic Designer at Banglore
Dzsoi's picture

Brainstorm Like Creative.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

When have the South Indian royals looked like that? Simple but huge blunder.

Guest
CuriousPencil's picture

No mention of the royalty's origin, otherwise it'd be 'travel like your royalty', and given the general trend toward skin whitening as beautification, this pallor is pretty much the goal for 'women of fashion' in the target group.

CuriousPencil
Activity Score 4225
Copywriter
khronos's picture

too excessive...and as mentioned above, at first glance it looks like a fashion brand, no cohesion between the copy and the ad, looks like it was done on a train :P

khronos
Activity Score 998
Copywriter
fala fulani's picture

They din't need tho copy, just the visual and logo would have made it work.

fala fulani
Activity Score 252
Creative Director at Mediaedge BBDO
imtiyazkhan's picture

Coolie..hey Coolie ( porter..hey porter..where is the porter?)

imtiyazkhan
Activity Score 49
Art Director |

khanz

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