Build A Profile As The Ultimate Indian Safari Destination
Taj Hotels Resorts and Palaces
Brand
The Jungle Book’s fictional world was inspired by the real Pench-Kanha jungle in Madhya Pradesh—now home to Taj Safaris’ Kanha and Baghvan lodges.
THE CHALLENGE
To mark the 150th birth anniversary of Rudyard Kipling and the release of Disney’s Jungle Book movie, Taj Safaris wanted to raise the profile of their lodges and build a reputation as the ultimate Indian safari destination.
THE EXECUTION
Taj Safaris created a unique safari experience called the Mowgli Trails package, allowing guests to explore Mowgli’s world in real life. The package was launched in India in April 2016 through an integrated communications strategy spanning print, TV, and digital.
THE OUTCOME
The campaign garnered 32 print, one TV, and 11 online feature pieces in India, and over 20 international media stories.