UP Tourism TVC — A Cinematic Case for a State on Screen.
A state-scale tourism campaign for the Government of Uttar Pradesh, brought to life through cinematic TVC storytelling and a content system built to travel far beyond broadcast.
The Brief & The Approach
The Brief
Uttar Pradesh needed a tourism campaign that felt cinematic enough for national television, yet flexible enough to cut down into short-form content across multiple languages and regions — without losing a single frame of impact.
The Approach
Our team combined location scouting, script development and full TVC production with a content strategy built to extend the campaign across digital, regional broadcast and on-ground activation from day one.
Process
Discover
Location research, stakeholder interviews and a scan of the state's most cinematic corners.
Strategize
Script, shot list and a content architecture built for TV, digital and regional cutdowns.
Create
Full production — direction, cinematography, sound design and post — handled end to end.
Launch
Phased rollout across broadcast, digital and regional channels with localized cuts.
From the Shoot
Highlights
Multi-language rollout built for state, regional and national broadcast simultaneously.
Short-form cutdowns designed for social and digital from the very first storyboard.
Full production — from location scout to final grade — handled entirely in-house.
"They understood the constraints of a government project better than teams twice their size, and still pushed for the boldest creative on the table."
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