MUMBAI: SOTC Travel, an omnichannel Travel and Tourism Company announced the launch of its latest campaign featuring six films in six regional languages. This initiative aligns with the brand’s positioning: ‘No one understands the Indian Traveller better than SOTC’. As the company celebrates its 75th anniversary, this campaign looks to underscore its commitment to being an Indian brand that resonates with the diverse rhythms of its travellers, positioning itself as India’s favorite travel partner.
The campaign looks to connect with the modern young Indian traveller, weaving cultural narratives into a storytelling format. Each of the six films has featured young couples from the Company’s key markets; capturing the essence of the respective region along with global aspirations. For example, the West Bengal film features passion for football, Maharashtra with cricket, Gujarat with business, Tamil Nadu with education, Karnataka with technology and North India with fashion. Despite their diverse holiday dreams, all the couples share one common choice of booking with SOTC. This looks to highlight the fact that SOTC understands the complexities of holiday planning, while catering to the varied regional preferences of its customers.
SOTC added that it is an Indian-born entrepreneurial brand with a pioneering legacy of 75 years. The company firmly believes that ‘No one understands the Indian Traveller better than SOTC’. The Company has introduced special regional holidays targeting major source markets such as West Bengal, Karnataka, Gujarat, Tamil Nadu, Maharashtra and North India. These tours have been specially crafted, keeping in mind the diverse preferences/passions of the respective region.
To make travel planning even easier, it said that it has made deep investments in AI to empower customers to customise itineraries, access personalised recommendations, and explore budget options—all designed to create journeys.
SD Nandakumar president and country head – Holidays and Corporate Tours, SOTC Travel said, “At SOTC, we take pride in being a homegrown Indian brand and recognise the importance of connecting with the diverse regional travellers across the country. We are delighted to launch this unique campaign, which reflects our understanding the passions and preferences of each region.
“This inspires us to create holidays that incorporate local passions, ensuring that our products resonate with each regional traveller. To enhance the experience, our website is also available in Hindi, Marathi, Gujarati and Tamil, making travel planning more accessible for our regional customers.”
Asif Riaz, VP, head marketing SOTC Travel said, “Celebrating SOTC Travel’s 75th anniversary, we’re delighted to unveil a campaign that truly embodies our brand’s core belief: No one understands the Indian Traveller better than SOTC. Each of our six dynamic films captures India’s cultural richness and diverse regional nuances, reflecting our commitment to creating memorable holidays. Given how discerning today’s traveller has become, it was important for us to have a personal connect communicated in our messaging through their local language. Our brief to our creative agency was to showcase SOTC as their ideal travel partner of choice for India – to plan their perfect holiday.”
Sudhir Nair, founder, CEO, 21N78E Creative Labs, said, “While you can take a traveller out of India, you can’t take India out of the traveller. In a country as diverse as India, every state and region has their distinct cultural underpinnings and nuances. We tapped into these unique local insights and idiosyncrasies to mount a campaign that stays true to its essence and yet when put together threads itself into a consistent brand narrative. Each film explores the dynamics between a modern progressive couple and how their contrasting ideas of an ideal international holiday get bridged by SOTC.”
