rajasthan tourism brand ambassador

Actors Who Are The Top Brand Ambassadors of Indian Tourism

• Arjan Kripal

Celebrities have always been promoting and endorsing goods and services because of the social status they have.

Amitabh Bachchan

Amitabh Bachchan has been very involved in social work. Amitabh donated Rs. 11 lakh to clear the debts of nearly 40 beleaguered farmers in Andhra Pradesh. He also donated Rs. 30 lakh to clear the debts of some 100 farmers in Vidarbha. In 2010, he donated Rs. 11 lakh for Resul Pookutty’s foundation, a medical centre at Kochi. Amitabh Bachchan also donated Rs. 2.5 lakh to Delhi Police constable, Subhash Chand Tomar’s family, who died after succumbing to injuries during anti-gang rape protest for the2012 Delhi gang rape. Big B, as he is popularly called, is the brand ambassador for Gujarat Tourism. Initially not all were in favor of agreeing with Chief Minister Narendra Modi’s decision to make Amitabh Bachan the brand ambassador. But all those who disagreed had to cut a sorry face since revenues have picked up ever since Mr Bachchan has been promoting tourism in Gujrat.

Shah Rukh Khan

Shah Rukh Khan is a frequent television presenter and a stage show performer. The media often label him as “Brand SRK” because of his many endorsements and entrepreneurship ventures. Khan’s philanthropic endeavor have provided healthcare and disaster relief, and he was honored with UNESCO’s Pyramide con Marni award in 2011 for his support of children’s education. Shah Rukh’s Khan became the son of Bengal when he bought the IPL cricket team Kolkata Knight Riders. He was soon given the title of being the brand ambassador of the West Bengal Tourism Board. The actor who was chosen for his celebrity appeal has apparently declined any remuneration for doing this promotional activity for West Bengal.

Prachi Desai

Prachi won several film and television awards, including the Indian Telly Award for Best Actress in a Lead Role. She shot to fame in the movie ‘Rock On’ and was selected to be the tourism ambassador of Goa in 2011. She was given the title by Goa tourism director Swapnil Naik because Prachi had that grounded personality and a traditional outlook.

Hema Malini

Hema Malini is an Indian actress, director, producer, dancer and politician. The Uttarakhand Chief Minister Ramesh Pokhriyal Nishank called upon the yesteryears ‘dream girl’ aka Hema Malini to be the brand ambassador for the Spears Ganga campaign that was started to clean up the Ganga. In 2007, Malini entered a promotional contract with Kent RO Systems, makers of a mineral water purifier system.

Hrithik Roshan

Roshan is one of the highest-paid actors in India and has won various awards, including six Filmfare awards. He ranks high in listings of the most popular Indian celebrities. He was selected as brand ambassador for the Maharashtra tourism board as talks with Madhuri Dixit did not materialize.

Priyanka Chopra

She has received numerous awards, including a National Film Award and five Filmfare Awards. In 2016, the Government of India honoured her with the Padma Shri, the fourth highest civilian award, and Time magazine named her one of the 100 most influential people in the world. In recognition of her contribution to women’s empowerment after she played the Character of ” Mary Kom” aka India’s only female boxer who won the Olympic BOXING medal . The Assam government has appointed top Bollywood actor & ex- Miss universe Priyanka Chopra as the state’s tourism brand ambassador for two years.

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Behind the scenes: A look at Rajasthan Tourism's new ad campaign

Updated on: 01 February,2016 08:30 AM IST  |  Suprita Mitter |

From hot air balloon rides, six-seater motorbikes, haunted villages and impregnable fort walls, Rajasthan Tourism's new campaign uses innovative ideas including sand animation to showcase the state

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The logo-istics One of the videos of the campaign and the new logo features a camel, a moustache and birds, used sand animation. This unique idea came through when Mahesh Gharat, group creative director at Ogilvy & Mather (O&M) approached Suresh Eriyat, founder and creative director, Eeksaurus. "I told him about the campaign and he said, why can't we use sand to animate the logo as it is closely associated with Rajasthan. I was sceptical initially since no one had ever done it before and we have seen a typical sand art style, which includes backlighting. Everyone had seen that form and I didn't want to do anything typical," shares Kharat who worked on the project with Azazul Haque, also a creative director. "We wanted the logo to depict the friendly, playful state. The moustache represents Rajasthani pride while everyone associates camels with the state. The two birds represent the Bharatpur bird sanctuary, which is an ideal spot for tourists," Gharat adds.

Sand story "Sand is rudimentary. So I thought, why not use sand to animate the logo. No one had done it before. This wasn't initially part of the plan but the client loved the idea. Even corporate clients don't respond so soon with approvals. The difficulty was to actually execute it. To execute a sand sculpture is easier than animating it. Dhimant Vyas helped us with the animation," shares Eriyat, who headed the sand animation film. Working with sand however wasn't easy for the team. "Sand is a very delicate medium to animate, specially with embossed forms. One second of animation requires 24 frames to see the movement. The same embossed elements have to be sculpted repeatedly, to control its forms," shares lead animator Dhimant Vyas.

"Normally, people animate sand with under light or back light on a glass table, it shows sand particles in dark forms. But we experimented with different styles and did not use common method. The team of Eeksaurus and I tried different ways to animate sand, it was easy to make one frame nicely but animation requires multiple frames with controlled movements on the shapes. Finally, we arrived at a unique technique — 2D animation was done first for the complex animation, each frame was translated digitally to laser cut stencils. These stencils were then worked over by clay to provide the three dimensional depth that is seen in the film and then lovingly animated over, frame by frame, with sand on table and a top mounted camera. There is no cut in the film. So, if there is any change in the ideas, it would need a reshoot for the whole animation," he adds. With this method, the film took 15 days to shoot, with nine to 10 hours of shoot a day.

Picture this The other films in the campaign showcase unique aspects that one can come across in the state. "I was in Rajasthan for two months. We were looking for places that don't easily look like Rajasthan, for example, the large water body near Kota. We were in Udaipur when a friend of mine told us about this place. It is 22 km away from Kota. The entire idea of the campaign was to reflect how you accidentally come across an unusual sight in Rajasthan, that's where the tagline, Jaane kya dikh jaaye, came from. We didn't use Padhaaro Mare Des because for many years Rajasthan has been inviting people. This time we wanted to talk to people who have been there before but want to come back again to see more than what usual tourists do," shares Kharat.

The first video that was launched was the one showcasing the long walls of the Kumbhalgadh fort. "The Kumbhalgadh video was shot by a drone in one shot without any cuts. The length of the wall is unbelievable. Initially, I had a story in mind but when I saw the wall I thought this needs to be highlighted. I have experimented with shooting with drones before. It is tough when the shoot is for a long duration. The wind at that height was problematic too. We wanted to shoot at 5.30 pm as the light is perfect then. So I started at 2.30 pm and did dummies till we got it right. And exactly on time, we executed it in a single take," reveals Prakash Varma of Nirvana Films, who shot the commercials. Unlike the West, India doesn't usually promote haunted tourism but this campaign includes Kuldhara, a haunted village near Jaisalmer. "This one was particularly aimed at the younger audience who likes to experiment and explore. We wanted to go beyond the usual colour and music shown to present Rajasthan," says Gharat. The second leg of the project will be out in October/November this year.

The team at O&M Mumbai was beaming at the success of the campaign. "We have a lot of experience in doing tourism ads. Especially for tourism, where there is history, nature, art and culture, one must be careful about what they want to present. The Chief Minister's team wanted us to highlight the cooler, younger side of Rajasthan. People are aware that Rajasthan has a great desert, lots of colour and music. We don't need to tell them that again. We tried to showcase the side that people haven't seen before," concludes Piyush Pandey, executive chairman and creative director, Ogilvy South Asia.

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Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur Named Brand Ambassador for Taj

Indian Hotels Company Limited (IHCL), renowned for its iconic brand Taj, has proudly announced Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur as its esteemed brand ambassador. This significant partnership underscores Taj’s unwavering dedication to showcasing and safeguarding India’s rich cultural heritage.

Parveen Chander Kumar, Executive Vice President of Sales & Marketing at IHCL, expressed the company’s enthusiasm for this collaboration. “Taj has long been hailed as a custodian of Indian heritage,” he remarked. “In its 120 years, ‘Taj’ has left an indelible mark on history, shaping the evolution of hospitality in India.”

Kumar continued, emphasizing the importance of the alliance with Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur. “This partnership further solidifies Taj’s commitment to highlighting and preserving the diverse cultural legacy of our nation,” he stated. “His multifaceted approach to promoting tourism in Rajasthan, including empowering the local community, perfectly aligns with IHCL’s ESG+ framework.”

Intricately woven into the tapestry of India’s history, Taj boasts a presence in key historic destinations across the country, including Udaipur, Jaipur, Jodhpur, Jaisalmer, Gwalior, Hyderabad, Varanasi, and Mumbai. The brand is deeply committed to conserving the cultural heritage of these regions while offering guests an immersive experience.

Reflecting on his new role, Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur expressed his delight. “Taj has demonstrated an unwavering commitment to reviving India’s glorious past by restoring some of the country’s most revered palaces dating back to the pre-independence era,” he remarked. “I am honored to be associated with this illustrious brand and look forward to working together to promote India’s historic destinations and the royal legacies intertwined with its communities.”

The appointment of Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur as Taj’s brand ambassador signifies a union of two entities deeply rooted in India’s cultural fabric. Together, Taj and Maharaj Kumar Sahib Dr. Lakshyaraj Singh Ji Mewar of Udaipur are poised to embark on a journey that celebrates the nation’s heritage and fosters sustainable tourism for generations to come.

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By CREATIVE INC’s digital marketing team

The second wave of COVID 19 has affected the tourism industry immensely. But despite all the restrictions, Rajasthan Tourism has successfully built the connection between the destination and its ardent fans. Through its innovative social media marketing campaigns and digital marketing nuances and knowledge, CREATIVE INC managed to gather audience engagement around its cuisines, places to see and unmatched art & craft. The agency has launched ‘experience Rajasthan from Home’ in full swing and vying to create nostalgia and a deeper connect with the destination.

Here are the features that made this possible:

One Year One Lakh Challenge

When we connected with Rajasthan Tourism as their creative agency partners we took a one year challenge. As we say results speak more than the promises we make, we successfully increased the organic Instagram following by one lakh.

Our Copies Create Dialogue

We don't just look at what others are doing and create similar content, we brainstorm, curate and then create campaigns for different platforms. As we don't believe in just grabbing the numbers, we believe in starting a dialogue.

We don't have Designers in Our Office, We have Artists in Our Studio

Our in house graphics team plays with imagery & graphics to create masterpieces.

The Perfect Timing

Timing is the last but most important ingredient for a successful social media marketing campaign. If the posting time is not perfect then even the most creative posts can go unnoticed. Our digital marketing team is perfectly aware of when to talk and how to talk.

Vide Marketing & How

We create videos that engage, that excite and that leave our audiences salivating for more. How? Well an on ground team roams around with a DSLR and shoots various aspects of the dream destination and our video editing & special effects teams create motion pictures that create magic.

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Who is the brand ambassador of Rajasthan tourism?

Irrfan Khan – Rajasthan He makes you see a whole new Rajasthan.

Table of Contents

Why is Rajasthan famous for tourism?

Rajasthan is known for its historical hill forts & palaces, it is claimed as the best place for tourism-related to palaces. Umaid Bhawan Palace: It is the largest Royal Palace in Rajasthan. It is also one of the largest private residences in the world.

How can we promote tourism in Rajasthan?

Some Other Important Initiatives:

• PPP in Tourism Sector:
• Promotion of Agri-tourism.
• Promotion of Eco-tourism in Rajasthan.
• Government to Government partnerships.
• Holding fairs and festivals:
• Policy incentives:
• Rajasthan Tourism 3.0.
• Marketing Campaign:

Why is Rajasthan famous for its tourism?

What is the present tagline of marketing campaign of Rajasthan?

The present tagline of the marketing campaign of Rajasthan Tourism is Padharo Mhare Desh – Rajasthan – The Incredible State of India. It was replaced by the current Congress government headed by Ashok Gehlot. Earlier the tagline was Jane Kya Dikh Jaye which was brought by the BJP government.

Who is Karishma Hada?

Founder of Karni Kripa Foundation, Former Miss Rajasthan,Brand Ambassador of Rajasthan Toursim App,Social Catalyst.

Which is the most visited place in Rajasthan?

TOURIST PLACES TO VISIT IN RAJASTHAN

• Bikaner. Welcome to camel country.
• Banswara. The city of a hundred islands.
• Alwar. GATEWAY CITY OF RAJASTHAN.
• Ajmer. The delightful Dargah destination.
• Jaisalmer. Where the forts are still alive.
• Rajsamand. The marble land of Rajasthan.
• Hill station of Rajasthan. Mount Abu.

Why tourism is important in Rajasthan?

Tourism accounts for approximately 15 per cent of the Rajasthan’s economy and provides economic benefits like foreign exchange earnings, regional development, infrastructure development and promotion of local handicrafts.

What is tourism in Rajasthan?

Rajasthan attracts tourists for its historical forts, palaces, art and culture with its slogan “Padharo mhare desh”, now its changed . Every third foreign tourist visiting India travels to Rajasthan as it is part of the Golden Triangle for tourists visiting India.

What is the slogan of Indian tourism?

Incredible India In 1972, Sunil Dutt launched a campaign to promote India as a popular tourist destination. The phrase “Incredible India” was adopted as a slogan by the ministry.

How is Rajasthan a tourist spot?

What caste is Shekhawat?

Shekhawat is a clan of Rajputs found mainly in Shekhawati region of Rajasthan. Shekhawats are descendants of Maharao Shekha of Amarsar. Shekhawat is the most prominent clan among Kachhwaha.

Introduction

Brand ambassador of rajasthan.

• Who can Apply

Initiated By

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• Registration

"PRIDE OF RAJASTHAN AWARDS" is the recognition of exemplary work and achievements of individuals in various segments like manufacturing industry, infrastructure, science & technology, education, innovation, invention, intellectual, research, sports, social services (industrial, entrepreneurship, environment protection, water conservation), media, entertainment, cultural, literature, rural development, policy change & policy implementation.

These Awards will recognise Institutions & organisations working for society, public welfare, education, awareness program, women empowerment, up-liftment of young & women entrepreneurs, Start–Ups, industrial growth, health care, environment protection, rural development, water conservation, remarkable initiatives and contributions for economic growth of State as well as Rajasthani Individuals settled in other parts of India and putting efforts for Nation’s building.

The Rajasthani Individuals (NRIs / OCIs) settled in various countries will also be recognised for their remarkable achievements in their concerned fields.

India International Trade Centre (Investment and Trade Promotion Organisation, recognised and supported by GOI), SME Chamber of India and NRI Business Support Centre have initiated Pride of Rajasthan Awards to brand and promote Rajasthani entrepreneurs, individuals and organisations from Rajasthan and other parts of India, who have been contributing for State and Nation’s Economic Growth.

Awards Categories

• The Best Entrepreneur of the Year
• The Business Icon of Rajasthan
• The Brand Ambassador of Rajasthan
• The Best Corporate of the Year
• The Best Multinational Company of the Year
• The Best Mid-Sized Enterprise of the Year
• The Best SME of the Year
• The Best Enterprise of the Year - Innovations & Inventions
• The Best Education Institution of the Year
• The Best Financial Institution of the Year (PSU, NBFC, Co-operative and private)
• The Best Philanthropist of the Year
• The Best Family-Owned Business of the Year
• The Women Entrepreneur of the Year
• The Best Start-Up Company of the Year - Innovations & Inventions

Selection Criteria

• Selection criteria of each Award will depend upon the category of the Awards applied
• Role of the person or institutions / organisations
• Exemplary achievements and contribution in specific sector / segment
• Transformation in Manufacturing, Education, Tourism, Agro based Industries and other allied sectors
• Research, Development, Product Design & Development and Innovations and Inventions
• Contribution in culture, customs, literature and entertainment
• Involvement in Policy Change and Policy Implementation of the State Government and Central Government
• Active and practical involvement of the Applicant
• Contribution towards development of Industry, Infrastructure, SMEs, other Sectors and Special achievements for Economic growth of State
• Encouragement for new Entrepreneurship and up - liftment of Young & Women Entrepreneurs and Start-Ups
• Awareness and Educational Program on various aspects
• Growth oriented story of the company with increasing profitable margins
• The criteria of Philanthropic will be depend upon exemplary work and welfare / CSR activities
• Emphasizing on quality improvement, better services, utilisation of unique concepts for business growth and expansion.
• Employment generation & Responsibilities towards welfare of Public and employees
• Quality services & commitment towards growth & development
• Company should be in operations for last 5 years with profitable margin and successful journey
• Organisation or Institutions should be in operations in the State for last 7 years
• Performance evaluation of Individuals and Institutions
• Details of other Awards conferred

We will be creating groups of successful individuals and organisations as the brand ambassador of Rajasthan for providing unique guidance and support to youth, young and women entrepreneurs, SMEs, start-ups as well as various industries and institutions for better business connections and growth, expansion and development of manufacturing and service industrial sector as well as providing handholding to promote and brand Rajasthan and its business and investment opportunities at National and International level. These Ambassadors will act as the mentor and advisor to provide guidance & knowledge.

Who Can Apply

► Chairman, Managing Director, CEO, Executive Director or Director of Company, Institutions, SMEs, Start-Ups and organisations interested to apply awards in specific sector

► Organisations involved in various segments according to Awards criteria

► Multiple applications can be submitted

► Individuals who is actively involved in activities or process

Apply for Awards

• Interested to apply for awards category The Best Entrepreneur of the Year The Business Icon of Rajasthan The Brand Ambassador of Rajasthan The Best Corporate of the Year The Best Multinational Company of the Year The Best Mid-Sized Enterprise of the Year The Best SME of the Year The Best Enterprise of the Year - Innovations & Inventions The Best Education Institution of the Year The Best Financial Institution of the Year (PSU, NBFC, Co-operative and private) The Best Philanthropist of the Year The Best Family-Owned Business of the Year The Women Entrepreneur of the Year The Best Start-Up Company of the Year - Innovations & Inventions

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• Rajasthan govt starts special marketing, branding campaign to boost tourism

In a series of initiatives to boost tourism in the desert state, Rajasthan Tourism has announced the launch of the Rajasthan Film Tourism Promotion Policy 2022.

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Rajasthan Tourism gets a brand new logo and website

In a bid to increase tourist footfalls in the state, rajasthan tourism launches a new tourism campaign..

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Rajasthan Tourism has literally relaunched themselves with an all new look. The state tourism board has launched a brand new logo, a fresh website, and an entirely different URL for their official portal.

According to recent media reports, all of this is a part of a new tourism campaign that has been launched by the state government in a bid to double the annual footfall of international tourists from 1.5 million to 3 million by the year 2020. Even though the larger objective is to draw foreign tourists, the Government of Rajasthan is also aiming to increase domestic visits from 33 million to 50 million tourists on an annual basis.

Also read: Offbeat Jodhpur: Gardens, camel reserves, and lakes

The new Rajasthan Tourism website tourism.rajasthan.gov.in opens with attractive photographs of the most picturesque tourist spots around the state. The new website also provides a better user experience with the most useful links easily available on the home page. While there are Discover, Experience, and Plan help travellers zero down on their choice of destination and plan their entire trip, the links available towards the bottom of the page provides an easy access to the most popular experiences that Rajasthan offers. Published By: AtMigration Published On: Jan 18, 2016 --- ENDS ---

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Indian state tourism ads now focus more on experiences and mood than just mapping places

No longer are state tourism campaigns confined to a fall-flat showcase of a destination list. instead, the modern ads are increasingly foregrounding a wholesome experience around emotions from warmth to self-discovery and even nostalgia..

Once again the festive season has made way for tourists to pick up their bags and head out into the unknown, and to entice these travellers – of all kinds – new tourism campaigns have started pouring in. The latest and the positively received Awesome Assam campaign featuring Priyanka Chopra, showcasing the state’s beautiful and diverse heritage, is a first since the actor was officially roped in its brand ambassador last year. Coming out of her cherished reverie of the state in the ad, Chopra concluding voices: “Once you visit Assam — it stays with you forever”.

There has been a marked shift tonal shift in state tourism campaigns in last few years: No longer are they confined to a fall-flat showcase of a destination list. Instead, the modern ads are increasingly foregrounding a wholesome experience around emotions from warmth to self-discovery and even nostalgia.

One of India’s biggest successes in the past few decades has been the ability of individual states to market their tourism potential across the world. It is not surprising in the last few years to find Kerala’s God’s Own Country campaign posters compete for attention with Incredible India creatives across world capitals. In the aftermath of the 9/11 attacks , the war on Afghanistan and the attack on Parliament in 2001, tourism in India had been looking bleak. Amidst all this turbulence, Incredible India – an ambitious campaign meant to position India globally as a premium tourist destination – was launched on the world stage by the Indian government. Around the same time, Indian states were encouraged to individually develop their own regional images and logos that could be enfolded in the “mother” brand. Over the years these narratives have helped many states proactively manage their reputation and image among their target audience, both international and domestic.

Here’s a look at a few notable state tourism ads from the last few years to see how they have each presented themselves:

Jammu and Kashmir:

Jammu and Kashmir tourism’s new campaign launched in September is set apart as it spotlights the hospitality, pride and Kashmiriyat of Kashmiris — ideas all but totally eclipsed in the violent events over the last year and half. The cozy 5-minute short film driven through the lens of a young Indian tourist couple and their large-hearted local guide brings out the paradise-on-earth themes where the stunning landscapes are unmissable, yet they speak from the backdrop wherein the enveloping bonfire warmth of the visiting experience is highlighted.

“Everybody knows that Kashmir is a beautiful place and we wanted to go beyond this known fact. The next biggest attraction in Kashmir is its hospitality, so the idea of incorporating traditional hospitality as its central theme was born,” Jaibeer Ahmad, executive business director and vice-president, J Walter Thompson, who is a Kashmiri himself told Greater Kashmir. The film has been directed by Amit Sharma, who also made the Google search ad showing the reconnection of two separated friends in India and Pakistan in 2013.

While the previous J&K tourism videos straightaway focused on the state’s immense aesthetic and cultural offerings, the new message clearly speaks to the times where the state’s prominent tourism industry has taken a serious blow amidst widespread perceptions of danger and fear.

Kerala was clearly the first mover among the states. The iconic idea of self-discovery is at the heart of its global style campaign. Its last offering “Your moment is waiting” lies in the gray area between advertising and art to paint a sensory encounter with mystique in Kerala that is likely to especially resonate with international tourists. It is made with an eye for tourists seeking an experience that goes beyond words, photographs and mementos.

The protagonist is a racially indistinct woman who almost experiences magical self-awareness as she travels. A masked man speaks to her, she meets her doppelganger during a backwaters boat journey and seems to intimately communicate with nature’s primitive forces in the forest and through the elephant. The images of what Kerala has to offer – ayurvedic massages, majestic wildlife, Kathakali, backwaters – are shown yet they are not the focus in the overarching narrative of her self-discovery.

Experiential marketing aims to bring out resonances of products and services that target moods and feelings. Within it, consumers are viewed as emotional beings who are focused on achieving “special experiences and unforgettable memories” which usually bypass and exceed the rational response to the same attractions. Campaigns like Your moment is waiting, that come with no celebrity frills, capitalise on it.

The six Rajasthan tourism ads unveiled in 2016 generated plenty of buzz for their innovative approach. Instead of creating an run-of-the-mill montage of palaces, forts, sand dunes and lakes, the focus of the campaign has been on creating vignettes of distinct individual experiences to a catchy common anthem and logo.

The spotlight of the series is on the wide range of experiences that Rajasthan affords. It is embodied in the tagline – “Come to Rajasthan, Jaane kya dikh jaaye”, which suggests a lush territory accommodating individual perspectives of different travellers (a domestic traveler from Delhi , a small child, different foreign tourists). The disparate sketches of Kumbhalgarh Fort of Mewar, Sand dunes of Thar, Garadia Mahadev in Kota, Pushkar hot air ballooning festival, ghosted Kuldhara Village near Jaisalmer and the state’s musical heritage come together to promise a richness in sightseeing and exploration for both domestic and international visitors.

Madhya Pradesh

Rarely would a person be heard saying: “I am going to Madhya Pradesh for a holiday!”. Madhya Pradesh is an advertising challenge when compared to the more thematically-cohesive offerings of states like Rajasthan, Kerala, Jammu and Kashmir or Goa . Being a culturally scattered entity, the second largest Indian state chucks the usual aerial shots and visual panoramas to inventively draw attention to its variety of attractions: from the Sanchi Stupa to Khajuraho temples to Kanha wildlife sanctuary – familiar names long nesting in conversations and GK textbooks, recalled in an isolated manner but rarely grouped under heritage of their home state.

The six-ad series by Ogilvy & Mather in the recent years has managed to change that in a short span. With their lush creative use of Indian references, the year-on-year advertisements appear to primarily attract domestic tourists.

This one’s the mother of all state celebrity brands. The dual language Gujarat tourism ads – “Khushboo Gujarat ki”and “Breathe in a bit of Gujarat” featuring Amitabh Bachchan , when they first appeared, had been the first of their kind to use the prowess of a Bollywood megastar to promote a state’s tourism. Somnath temple, Sabarmati, Rann of Kutch, Dwarka, Gir, Mandvi and Ahmedabad are some of the various vignettes in which Bachchan travels and invites others to in his signature courteous manner, which coalesce together wholesomely to draw attention to the gems to be seen within the state.

Soon after its first instalment, and with statistics to confirm its effectiveness, the Gujarat tourism campaign made other states’ tourism departments seriously consider getting a celebrity ambassador on board and even prompted a study by IIM-A about destination marketing through celebrity endorsement. The Bachchan promotion was unique among celebrities not only because of his enduring, inter-generational popularity, but also because he connotes sanskaar and a manner of sincerity, humour and humanity which delivers, as noted by Piyush Pandey, co-executive chairman of Ogilvy & Mather Asia-Pacific and creative director of the Gujarat tourism campaign.

West Bengal

“ From inventing Rosogolla to creating Sandesh, Bengal’s glory for sweets is as old as the land itself. But sweetness is not restrained to just our palates. It finds its way into our language, culture and hospitality, leaving the overwhelmed traveller wanting for more … We are Bengal.”

The state is referred to as Bengal; dropping the ‘West’ from the name – it is complete and wholesome in itself. Sweetness and joy are the themes from the USP of the text and the video campaign, which is led by a unassuming appearing, wide-eyed European tourist who is ‘charmed’ first by the hospitality, colours and beauty of Bengal and finally by the its tourism ambassador, Shah Rukh Khan. Commentators in the beginning of this year had been in two minds about the choice of SRK, a non-Bengali, of all celebrities for endorsing West Bengal tourism – although he does imbue it with a Bollywood-style finish for others who don’t mind. In an ad primarily led by the conventional foreign tourist – his appearance at the end seemed to be a touch base for domestic tourists.

Bihar campaign ads are unique because instead of relying on a popular public figure or visually endorsing its offerings to tourists, they are inward looking rebranding efforts which invite nostalgia and intrigue by reflecting on the state’s ancient heritage as a land of knowledge, of festivals like Chhath and as birthplace of Buddhism.

For a long time, Bihar has been a byword for “backward” and bastion of corruption, lawlessness and abject poverty. To counter that, the “Blissful Bihar” campaign which was launched in 2005 aimed to give Bihar a rustic facelift that emphasized its significance as the point of origin of Buddhism. Even its tourism logo is the image of a peepal tree under which Buddha attained enlightenment. Canadian anthropologist-researcher, David Geary, who has observed the developments around Buddhism related tourism in Bihar for a decade, noted: “Designed to cater to the financially lucrative religious diaspora, the launching of a new tagline in Bihar was synchronous with other elite tourism initiatives with a view of creating “Buddhist circuits” under the rubric “pilgrimage with pleasure””.

The North-East

Before Assam’s own signature campaign, there was the Open Up spot with a poetic cinematography which projected the North-East region of India — an abode of Buddhist heritage and vast natural beauty — like a ‘wild west’ of sorts. True to this individual call in a vast, virgin territory — it is led by no celebrity figure and not even by one distinct protagonist — rather it appears to invite adventure seeking tourists — Indian or otherwise to come discover and in process ‘open up’. The audience is engaged by a visual poetry to come and take in some of the North East — yet this verité persuasion is delivered in a mode quite different from the traditional approach of Gujarat tourism.

“Tourism is not just an aggregate of merely commercial activities; it is also an ideological framing of history, nature and tradition; a framing that has the power to reshape culture and nature to its own needs,” wrote scholar-author Dean MacCannell in 1992. This is precisely what we notice, going through the state ad campaigns above. These marketing campaigns are significant not only because they posture themselves as vibrant tourist destinations but also because they are an affirmation of control of a brand new narrative about the place. They are product of an endeavor to represent and speak with authority.

A campaign of the scale of Incredible India and the corresponding state campaigns under its ambit has not only helped augment country’s tourism revenue over the years, but it has arguably also played a larger role – of reshaping India’s image in the global arena. Over the years, as Geary puts it, the campaign also backhandedly announced the “arrival of a brand new India – one that is confident, self assured, and uses tourism as a window to elevate its geopolitical importance”.

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Celebrities who are State Tourism Ambassadors

Shah rukh khan: west bengal, srk is endorsing the ‘sweetest part of india’ and bringing us the window to west bengal’s rich culture, festivals, placid scenery, cuisine and more., preity zinta: himachal pradesh, our dimple queen is representing her home state of himachal pradesh. from hill stations, to beauty, culture and cuisine, preity is showing us the ‘the land of gods’., amitabh bachchan: gujarat, ‘kuch din to gujariye gujarat me’ is the line which brings us the visuals of big b endorsing gujarat standing in the rann of kutch - pride of gujarat., prachi desai: goa, endorsing one of the most favorite vacation destinations and hub for young gen’s holidays, prachi desai feels her more ecstatic., priyanka chopra: assam, our former miss world is representing one of our seven sisters. from the aroma of tea to its artistic heritage and culture, assam is one of the top states to visit in the northeast., john abraham: arunachal pradesh, john was appointed as official brand ambassador of arunachal pradesh tourism., dharmendra & hema malini: haryana, the power couple dharmendra and wife hema malini were appointed as brand ambassadors of haryana tourism in 2015., ms dhoni: jharkhand, while the state was proud of its gem ms, the govt. also made him the face of jharkhand's tourism., a r. rahman: sikkim, the music maestro was made the official brand ambassador of sikkim in december 2017., sania mirza: telangana, in 2014, our tennis queen was appointed as the brand ambassador of telangana., for more such stories.....

Avani Lekhara Named Brand Ambassador for Rajasthan's 'Beti Bachao and Beti Padhao' Project

Last Updated: September 01, 2021, 00:48 IST

Avani Lekhara won a gold at the Tokyo Paralympics. (AP Photo)

19-year-old Avani Lekhara has been appointed as the brand ambassador for Rajasthan government's project.

Avani Lekhara (19), who won the gold medal in women’s 10m air rifle standing event in the SH 1 category at the Tokyo Paralympics on Monday, has been appointed as the brand ambassador for Rajasthan government’s ‘Beti Bachao and Beti Padhao’ project under the Department of Women and Child Development.

In a letter sent to Avani by the Minister of Women and Child Development, Mamta Bhupesh, it has been mentioned that Avani’s success shall inspire the daughters of the state to script their own success stories.

“Congratulations for your incredible victory. You have earned recognition and pride for the state by winning name and fame. Rajasthan’s daughters will learn to study hard and move ahead like you,” Bhupesh said in the letter.

The 19-year-old shooter on Monday created history in her debut campaign by becoming the first Indian woman to win a gold medal at the Paralympics. In the final, she scored 249.6 points to create a new Paralympic record.

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Royals welcome back Shane Warne

Rajasthan Royals welcome back Shane Warne as team’s Brand Ambassador & Mentor

~Shane appointed as Rajasthan Royals Brand Ambassador for second year in a row~  

~ Shane will also work with the team as its Mentor for this season ~

National, September 13, 2020: Founded on values of resilience, innovation and courage, Rajasthan Royals is proud to announce legendary Shane Warne as its brand ambassador for the second year in a row. For the upcoming edition, Shane will also add the role of Team Mentor to his duties for the season. He is a unique figure in cricket who is inspirational to players, CEOs, Heads of State and of course the fans too.

Shane’s trip to UAE will see him working with Royals management team to strengthen their international fanbase and wow the Royals existing and potential sponsors with his exceptional cricketing knowledge and foresight. He will also be campaigning for the ethos of Royals philanthropic initiatives focussed towards a woman empowered culture with the Royal Rajasthan Foundation, the CSR arm of the franchise.

Adding on the appointment of Shane Warne, Jake said, “He is one of the all-time greats of the game and is very special to us here at Rajasthan Royals. Shane is someone who exemplifies our vision of driving innovation and we’re delighted to have him with us supporting both the growth of our franchise globally, while also motivating our players for success on the field.”

As a Team Mentor, Shane will work alongside Head Coach Andrew McDonald. He has been teammates with Andrew McDonald from 2003-07 for Victoria. He will also join up with Zubin Bharucha, Head of Cricket at Rajasthan Royals, who was with Warne during the inaugural season and together won the tournament back in 2008.

Shane Warne, who will be continuing his association with the Royals in this dual role, said, “On my dual role, it\"s always a great feeling to be back with Royals, my team, my family. It\"s exciting to be working across all elements of this franchise that I love. We have worked towards our vision of becoming a global team that fans around the world love and follow. This season I am looking forward to working as a Team Mentor and joining up with an excellent backroom staff in Zubin Bharucha and Andrew McDonald.  Hopefully, we can have a successful season and achieve big things in the coming months,” added Warne.

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Singapore Tourism Board and MakeMyTrip collaborate to boost Indian travel with joint activations and campaigns, leveraging market insights to curate unique holiday packages and enhance brand affinity for Singapore.

Michael Kors has announced JC-T as Greater China brand ambassador.

Former Indian Cricket captain Sourav Ganguly on Tuesday became the tourism brand ambassador for the BJP-ruled Tripura state government and will also promote sporting talents of the state, the government said.

Ranveer Singh becomes the brand ambassador of Lavie Sport.

state's tourism brand ambassador Photos

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Paralympian Lekhara is brand ambassador of Rajasthan’s campaign for girl child

Lekhara, 19, hails from jaipur and is wheelchair-bound after she met with an accident in 2012. with an injured spinal cord, she was paralysed below her waist.

The Rajasthan government has nominated shooter Avani Lekhara, who won a gold medal at the Tokyo Paralympics as the brand ambassador of Beti Bachao Beti Padhao campaign in the state.

Women and child development minister Mamta Bhupesh said on Tuesday that her department is proud to name Lekhara for the campaign.

Shreya Guha, principal secretary, women and child development department, said Lekhara’s involvement will create an enabling environment in the society to educate daughters.

Also Read | 3 Rajasthan cops suspended over audio clip to kill suspect, not arrest him

Lekhara, 19, hails from Jaipur and is wheelchair-bound after she met with an accident in 2012. With an injured spinal cord, she was paralysed below her waist.

Chief minister Ashok Gehlot announced cash rewards for the three state players who won medals at the Tokyo event. Lekhara will be given ₹ 3 crore for winning gold in shooting, Devendra Jhajharia will get ₹ 2 crore for winning silver in javelin throw and Sunder Singh Gurjar will get ₹ 1 crore for winning bronze in the same event.

The three players have already been appointed to the post of assistant conservator of forest in the state forest department.

Sachin Saini is Special Correspondent for Rajasthan. He covers politics, tourism, forest, home, panchayati raj and rural development, and development journalism. ...view detail

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