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When a British F-35B fighter jet made an emergency landing at the Thiruvananthapuram International Airport in June following a technical snag, the mood was one of apprehension until Kerala Tourism unleashed a playful meme. The post went viral, cementing what has become the board’s new hallmark: agility, humour and cultural fluency.
For a government-led account, that was a curious break from the usual. “Normally, government brands are not known for humour,” says Shelton Pinheiro, executive creative director at Stark Communications, which handles Kerala Tourism’s campaigns. “We’ve consciously tried to bring a certain lightness into our content because our product itself is holidays and leisure.” The team routinely rejects four or five ideas for every meme that gets published, says his colleague Kenney Jacob, director, digital & social media, underscoring that virality is “never a science” but a mix of instinct, speed, and brand fit.
Meme to marketing
This has extended well beyond quick reactions. To mark the release of the new Squid Game series, Kerala Tourism dropped a pink soldier into the serene chaos of Munnar’s misty hills. For Superman’s latest release, the crusader was reimagined cruising the backwaters. An April Fools’ Day twist claimed the Black Panther statue from Wakanda Forever was inspired by Simhapara at Kolukkumalai. More recently, a nutmeg-themed post celebrated the launch of Deadpool & Wolverine. Together, its “meme makeover series” racked up an overall reach of 1.2 million and nearly 90,000 engagements across Instagram, Facebook, Twitter, and LinkedIn.
The approach has helped Kerala Tourism stand out in India’s crowded tourism market. While other state boards still lean on cinematic ads or celebrity endorsements, Kerala decided to embrace the internet energy — from cricket matches and OTT releases to global pop culture. The result: a government brand that oozes “cool”. “Kerala has nailed meme and moment marketing by being quick, witty, and culturally in tune,” says Yasin Hamidani, director, Media Care Brand Solutions. “Younger audiences value relatability more than glossy brochures, and Kerala has managed to look modern without diluting its ethos.”
Digital first blueprint
Amruda Nair, founder & CEO, Araiya Hotels and Resorts, agrees. “What makes Kerala stand out is not just storytelling, but speed. They’ve embraced humour in a way that feels authentic and shareable. Even big-budget campaigns fail when they’re too polished and out of touch with the audience,” she notes.
While strong on identity, state tourism agencies rarely attempt to insert themselves into pop culture conversations. States like Gujarat, Madhya Pradesh and Rajasthan have attempted digital storytelling but largely through high-production heritage reels. Goa has leaned into lifestyle-driven content. “Heavy budgets cannot replace freshness, relevance, and excitement,” says Ekta Dewan, head of marketing, Incuspaze. “Tourism boards must move from static campaigns to living conversations.”
Measuring success in this space is complex. Kerala Tourism manages perception. “We look at engagement and reach, not sales, because our role is to keep Kerala top of mind as a holiday destination,” Pinheiro says. Experts, however, stress that digital campaigns should also be judged by travel intent, website traffic spikes, and footfall data as well.
For state tourism boards still rooted in celebrity endorsements and cinematic gloss, Kerala offers a blueprint: build young, digital-first teams, balance heritage with internet humour, and view social media not as an extension of print or TV, but as a distinct medium with its own rules. Hamidani sums it up succinctly: “Tourism isn’t just about showcasing landscapes anymore — it’s about joining conversations that matter today.”
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