Rajasthan government has created a tourism campaign out of sand, and the title is “Jaane Kya Dikh Jaaye“. Ogilvy & Mather, an advertising company, created a logo for the campaign. Rajasthan is India’s largest state by area and approximately 1.5 million tourists visit every year. The government expected to increase tourists with this campaign and decided to release the six ad-films in total. The five ads are live-actions, and another is a sand stop-motion animated film, which created with real sand.
The sand stop-motion animation produced by a creative company in India, Studios Eeksaurus, and it directed by Suresh Eriyat who is a founder and creative director of the company. The film starts with two sand-made drums plays then it shifts shape to show other objects such as historical structures, many camels, dancers, and musician. The sand objects narrative a story of Rajasthan. According to an Indian web newspaper, The Hindu, the author named Satish Nandgaonkar had an interview with the director, Suresh Eriyat. Eriyat mentions, “My association with Rajasthan is with the sand. So, I discussed the idea of an interesting logo with sand animation. If you see sand animation films, rarely do the texture and feel of sand come through. We decided to use real sand so that it could be visually felt. It was challenging to show sand changing shape and visually translate it into animation.”
Please take a look the beautiful stop-motion ad, Sands of Thar unveiling Rajasthan from below link. It makes you feel like the film takes you there.
Sands of Thar unveiling Rajasthan Directed by Suresh Eriyat – https://youtu.be/8wpL3RtHAAc
Studio Eeksaurus Pvt. Ltd. – http://www.studioeeksaurus.com