MUMBAI: While travel and tour companies are going all out to target the traditional family and youth segments, Thomas Cook's internal research has revealed the emergence of a viable TG in India's Gen S- senior citizens with plenty of free time and disposable income (often enough, topped up by their children) and are increasingly fit and raring to travel. The company has hence re-introduced an initiative, which is not only a great product and a great idea, but with a refreshing piece of communication as well.

To highlight the new services targeted towards the older generation, the brand has partnered with L&K Saatchi and Saatchi for its campaigns. The commercials have been produced by Light Box films and will be aired in cinemas, on TV and digital mediums.

Speaking about the campaign, Thomas Cook India Financial Services and Innovation marketing, service quality -- group head and president Abraham Alapatt said, “Silver Breaks is yet another endeavor from Thomas Cook to continue its innovative and pioneering legacy in products and marketing. This is not only a great product, but a great service for those who really need the care and comfort while travelling alone or to unfamiliar places, especially at an age when everything becomes a challenge. With easy paced itineraries and an attractive value, we are encouraging people to travel the world, no matter what your age is.”

Speaking about the TVC, Law & Kenneth Saatchi & Saatchi NCD Rahul Nangia said, “The film features real people in their real voices. Neither of them are actors or artists. The idea was to capture them minutes before they are about to leave for their first international trip. This is a moment when they are reflective about milestones in their life, before they embark on another milestone event.”