Kerala Unlocked Campaign
Balancing freedom and safety in post-lockdown travel.
The Challenge
As Kerala reopened post-lockdown, people were eager to move again but remained unsure about safety. For TPC, the challenge was to rebuild confidence in travel without diluting essential public-health messaging. The communication needed to acknowledge real anxieties while encouraging responsible exploration across the state.
The Pop-take
TPC centred the campaign on the mask as a clear symbol of mindful travel, making it a constant across all Kerala-focused creatives. With the line “Let’s travel with caution,” the message balanced freedom and responsibility, reassuring hesitant travellers and redefining tourism as a safer, more considerate return to discovery.
The Result
The campaign encouraged people to visit inland destinations like Alappuzha and Munnar providing business to the boutique properties, restaurants, cab drivers etc., while reminding travellers to stay safe and follow precautions. By confronting fear and uncertainty head-on, the campaign urged travelers to embark on journeys with a sense of awareness and prudence.