Madhya Pradesh, the state that lies at the heart of India, is as big, warm and colourful as you'd expect the heart of an Indian to be. With so much to see and experience in MP, the communication challenge is always about how to convey the richness and the vastness of the state to the viewers.

Most Indians believe in the concept of rebirth. It's an integral part of the culture. One has to be born several times, the concept goes, before one attains 'Moksha' and is freed from the cycle of birth, death & rebirth.

We used this concept to make the point that MP has so much to offer that you'll need many, many births to experience it.

MP being a state with one of the largest forest areas in India naturally gave the inspiration for the various animals you can be born as and visit MP.

The tribal Gond Art, an indigenous art form from MP that goes back thousands of years, became the medium to express this journey to see MP.

And the native storytelling art from of a travelling bard became the anchor, the narrator who enthrals the audience with their tale of the magic of MP.

Most Indians believe in the concept of rebirth. It's an integral part of the culture. One has to be born several times, the concept goes, before one attains 'Moksha' and is freed from the cycle of birth, death & rebirth.

Indians often use this example to make a point. 'I will love you for 7 births', or, 'she has enough money to last for the next 10 births' are a few examples.

We used this concept to make the point that MP has so much to offer that you'll need many, many births to experience it.

An old lady, a travelling bard enthrals a village with the tale of all of her pervious births that she has visited Madhya Pradesh as. She uses masks and murals made by native Gond Tribals of Madhya Pradesh to bring her story alive.

As a tiger to roam the forests of Pench. As a moneky to see the Kanha National Park. As an ant to discover the prehestoric caves of Bhimbetaka. As a tortoise, to trace the length of the river Narmada and many more live.

But after describing each birth, she laments that she couldn't see all of MP.

Then she tells the audience that she has got a ticket for many more births because such is the magic of MP, that one who has visited once, has returned again and again.

Youtube + Instagram + Facebook gave us 22 million + organic reach. Since the ad ran during Madhya Pradesh state elections, the model code of conduct prohibited any money to be spent on pushing reach. But as it turns out, 'MP ki Maya' did not need any push.

Instagram gave us 9.7 million + plays, 67k+ likes, 10.9k+ shares and 800+ comments. All organic.

Facebook gave us 12 million views, 132k+ likes and 1.2k+ comments. All organic.

Youtube gave us 6.3 million + views, 2.8k+ likes and more than a hundred comments. All organic.

The ad was talked about on many news channels and was also shown at the 54th Indian International Film Festival held in Goa, in November 2023.