Thomas Cook's Forex offerings help a family take off for vacation

Thomas Cook India has rolled out a campaign to highlight its online Forex store. 

 

The film features family members as specialists for an upcoming vacation. The daughter is depicted as the shopping specialist, the mother is the packing specialist, the father is in charge of the itinerary and the son, the narrator of the film is the photography specialist. The film ends by highlighting that for Forex pursuits, the specialist is Thomas Cook and showcases how it can make all the foreign vacation plans come to fruition. 

 

Abraham Alapatt, president and group head, marketing, service quality, value added services and innovation, Thomas Cook India, said, “Buying Foreign Exchange was historically perceived to be the most complex and tedious part of the travel process. At Thomas Cook Forex, we have changed that with our fast, seamless digital capability and want to drive that message home –while reiterating our category leadership as India’s Forex specialist. For this film, we tapped into the insight that in every family, there are official/unofficial specialists for various aspects of the holiday journey from shopping, to packing, itinerary planning etc. But when it comes to Foreign Exchange requirements, everyone in the family agrees that Thomas Cook is a Foreign Exchange specialist! While this campaign communicates that with Thomas Cook Foreign Exchange, the Forex buying process is now simple and seamless, it also communicates our promise of Forex home delivered in two hours anywhere in India - making an even more important leadership statement. All this is delivered in a light, humorous manner via this campaign where metaphorically, Thomas Cook Foreign Exchange is likened to a family member with its very own specialisation – of India ka Forex specialist!”

 

Deepesh Varma, senior vice president, foreign exchange, Thomas Cook India, said, “Forex is a key business line for the Company and our strong focus has ensured our leadership -  as India’s largest non-bank Foreign Exchange service provider. We have worked untiringly in our position as Specialists by honing our skills in the domain, leveraging our significant size- scale (across our retail and virtual network), our diversity of services and speed of delivery. With the reopening of borders and easing of protocols, we wanted to capitalise on positive sentiment/pent-up demand to accelerate our Forex business. As experts and leaders in the space, we want our customers to leave all their Foreign Exchange concerns to us. And our campaign serves to do just that by positioning us as India ka Forex Specialist. This message hence comes as a strong reassurance - to the diversity of our consumer segments, be they holidaymakers, business travellers or students. We offer an extensive range of end-to-end Forex services to suit every customer's need. Additionally, our omnichannel model offers the reach of over 100 retail stores, 21 counters at leading airports and the ease of online bookings with our Ghar pe Forex promise - a two-hour doorstep delivery.”