Thomas Cook India eyes regional consumers through partnership with TMKOC
MUMBAI: Thomas Cook India, India’s leading integrated travel and related financial services company, has partnered with Neela Tele Films’ TV show ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC) in its strategic focus to connect with its regional consumers and enhance its reach across India’s high potential, yet under-leveraged Middle India markets.
The engaging platform of world’s longest running daily family comedy show was selected by Thomas Cook, given its high viewership and penetration into regional households pan India. The episodes have been shot in Singapore, in partnership with Singapore Tourism Board. The series is being aired on SAB TV, during the prime time slot of 8.30 pm starting March 23- April 1, 2019.
Thomas Cook India’s consumer analytics has revealed a clear shift in source markets- from India to Bharat, with a surge in demand of over 35% emerging from the country’s regional segments. The braggable rights of travel, coupled with social sharing, have played a critical role in this paradigm shift.
Hence in a strategic move to connect with its regional consumers, Thomas Cook India has partnered with TMKOC in a cleverly scripted plot that features the holiday company managing the tour of the residents of Gokuldhaam Society on a 7 night voyage (3 nights on board the Dream Cruise from Singapore to Penang and Langkawi and 4 nights in the Lion City).
The episodes feature a delightful range of experiences to cater to every age group: from iconic family delights like Singapore’s highly acclaimed Gardens by the Bay, Sentosa, Little India, Chinatown and Madame Tussauds to thrilling outdoor experiences like luge and swing rides, adrenaline infused bungee jumps, fun tours on an e-scooter/ vespa to appeal to India’s millennials and young working professionals.
Thomas Cook India President and Country Head, Leisure Travel, MICE Rajeev Kale said, “As the next wave of travel moves from India to Bharat, our intent was to build a strong connect with our Regional audiences and the much loved television serial TMKOC was a natural fit to our strategic consumer outreach and marcom. Singapore was selected basis our research that reflects the strong and growing demand for the destination; as also the appeal of cruises as a unique experience across all age groups.”
He added, “We have created special Regional Tours like our Avismarniya, Romanchak, Prekshaniya, Anandmay, Manmohak, Albelu series to appeal to our regional consumers with unique inclusions like an experienced local language speaking Thomas Cook tour manager accompanying each group to help reassure and guide; local Indian cuisine on tour to add the comfort of home cooked food; brochures printed in local scripts, etc. I am delighted to see strong growth of over 40% for our Regional Tours and look forward to having TMKOC fuel travel demand across Hindi speaking audiences pan India.”
Asit Kumarr Modi, creator of the show Taarak Mehta Ka Ooltah Chashmah said, “Singapore being an amazing tourist destination amongst Indians, along with an on-cruise experience, seemed like an apt choice for us. We are the first Indian TV show that has filmed on the cruise and this is a matter of great pride for us. It was a great shooting experience and we enjoyed the kind hospitality of Thomas Cook for our entire team. For the past 11 years, we have been entertaining our viewers with innovative storylines, and this was one more such opportunity to do that along with providing a unique visual treat which is an important part of any family outing.”