When we think of government tourism boards, the words that usually come to mind are formal, serious, or traditional. Rarely do we associate them with humour, memes, or pop culture. But Kerala Tourism has broken that stereotype, and in doing so, has become one of the most digitally engaging state tourism boards in India.
What started as small experiments in meme marketing has now turned into a full-fledged digital strategy — one that blends humour, agility, and cultural awareness. From reimagining global pop icons against Kerala’s lush landscapes to tapping into trending OTT shows, the tourism board has managed to keep itself fresh and relatable in a crowded industry.
A Fighter Jet, a Meme, and a Viral Moment
Back in June, when a British F-35B fighter jet made an emergency landing at the Thiruvananthapuram International Airport, the situation was tense. Most official accounts would have stuck to standard press releases. But Kerala Tourism did something unexpected — they turned the event into a playful meme.
The meme instantly went viral, easing public concern while showcasing the board’s agility. More importantly, it revealed a new approach: tourism marketing could be lighthearted, witty, and still effective.
Shelton Pinheiro, Executive Creative Director at Stark Communications (the agency behind Kerala Tourism’s campaigns), explains:
“Normally, government brands are not known for humour. But tourism is about leisure and holidays. We wanted to bring a certain lightness to our content.”
This approach means not every idea makes the cut. For every meme that goes live, four or five get rejected, says Kenney Jacob, Director of Digital & Social Media. The team knows virality is not a science — it’s a mix of instinct, speed, and cultural fit.
From Memes to Moment Marketing
What started as a response mechanism has now evolved into a full moment marketing playbook. Kerala Tourism has mastered the art of piggybacking on global pop culture, OTT releases, and even sports events.
- When the new Squid Game season dropped, they inserted the show’s pink soldiers into the misty hills of Munnar.
- With the release of Superman, the caped hero was humorously reimagined cruising through Kerala’s backwaters.
- On April Fool’s Day, they claimed that the Black Panther statue in Wakanda Forever was inspired by Simhapara at Kolukkumalai.
- Most recently, a nutmeg-themed creative marked the launch of Deadpool & Wolverine.
These quirky edits weren’t just for laughs. Together, Kerala Tourism’s “meme makeover series” reached 1.2 million people and drove nearly 90,000 engagements across Instagram, Facebook, Twitter, and LinkedIn.
Kerala Tourism Standing Out in a Crowded Market
India’s tourism landscape is highly competitive. Most state tourism boards rely on cinematic ad films, glossy brochures, or celebrity endorsements. Kerala, however, has chosen a different path.
“Kerala has nailed meme and moment marketing by being quick, witty, and culturally in tune,” says Yasin Hamidani, Director at Media Care Brand Solutions. “Younger audiences value relatability over perfection, and Kerala has managed to look modern without losing its cultural ethos.”
This has positioned the state as a cool tourism brand — a rare achievement for a government-led initiative.
The Digital-First Blueprint
Industry experts agree that Kerala’s success lies in being digital-first. Unlike many other states that still treat social media as an extension of print or TV, Kerala understands that online platforms have their own rules.
According to Amruda Nair, Founder & CEO of Araiya Hotels and Resorts:
“What makes Kerala stand out is not just storytelling, but speed. Their humour feels authentic and shareable. Even expensive ad campaigns fail if they’re too polished and out of touch with today’s audience.”
Other states like Gujarat, Madhya Pradesh, and Rajasthan have tried digital storytelling, but often through high-production heritage reels. Goa has leaned on lifestyle-driven content. Kerala, meanwhile, tapped into internet culture — memes, OTT shows, and global events — making their strategy feel fresh and alive.
“Big budgets cannot replace freshness, relevance, and excitement,” says Ekta Dewan, Head of Marketing at Incuspaze. “Tourism boards need to shift from static campaigns to living conversations.”
Kerala Tourism Measuring Success Beyond Likes
The natural question is: how do you measure success in meme marketing?
For Kerala Tourism, the goal isn’t direct sales. Instead, the focus is on engagement and brand perception. “Our role is to keep Kerala top of mind as a holiday destination,” explains Shelton Pinheiro.
Still, experts believe that impact should also be measured through travel intent, website visits, and eventual tourist footfall. Viral memes may not translate instantly into bookings, but they create awareness that can influence travel decisions later.
Lessons for Other State Tourism Boards
Kerala’s journey offers a clear blueprint for other tourism boards:
- Build young, digital-first teams that understand social media culture.
- Balance tradition with modernity — showcase heritage but package it in a relatable way.
- Act fast — memes and moments lose relevance quickly.
- Treat social media as its own medium, not just a digital extension of TV campaigns.
- Stay authentic — humour must feel natural, not forced.
As Hamidani puts it:
“Tourism isn’t just about showcasing landscapes anymore — it’s about joining conversations that matter today.”
Kerala Tourism’s New Identity
By leaning into memes and moment marketing, Kerala has not only reinvented its social media identity but also redefined what a government-led tourism brand can look like.
The state has successfully blended heritage with humour, landscapes with pop culture, and tradition with trendiness. In doing so, it has built a strong digital brand that resonates with younger audiences while still appealing to older travellers.
In the age of Instagram reels and viral memes, this might just be the future of tourism marketing.
Disclaimer : This article is for informational purposes only. The views expressed are based on industry observations and expert opinions. Kerala Tourism’s strategies are subject to change based on campaign goals and digital trends.
