Astonishing magnificence

The tourism industry of any country plays a major role in its economic and social development. The Indian tourism industry very well understands the potential; this is the reason why every State in India has been going all out in boasting its respective attractions, be it cultural or food or arts and architecture. With a culture diversity so vast, the competition in the category has only increased over the past couple of years.

One of the latest states to join the league is Assam. With an intent to showcase the cultural diversity, the gateway of north-east India has recently launched its tourism campaign. Titled ‘Awesome Assam’, the first film of the campaign takes viewers through the supernatural nature; from the virgin locations of Assam to its world-famous tea farms and rhinos, the film is a visual treat and aims at etching Assam’s name on the world tourism map.

Centred around the Big Idea ‘Awesome Assam’, the film starts with Assam Tourism’s brand ambassador Priyanka Chopra, who is seen recalling her visit to the mystic land of Assam. Conceptualised by Yaap and Crayons, the three-and-a-half minute film begins with Priyanka Chopra practising Bihu (Assam’s folk dance) in a traditional Assamese attire and later goes on to show Assam in all its natural and wild beauty. From the beautiful temples to the untouched landscapes; from the harmonious wildlife balance to the state’s craze of football, we think the film captures Assam as it should be.

Makers of the film have done a fantastic job in churning out a film so beautiful and alluring. In a niche segment such as this, capturing the essence of a State and weaving it in such a beautiful way is a plausible job given the high competition and early-mover advantage that other State’s tourism departments have had.

Assam Tourism had announced its association with Priyanka Chopra for the tourism campaign last year but only launched the campaign this year. But one look at the film will justify the time Assam Tourism took to make this film. So far, the tourism department has released only the first film of the proposed six-film campaign. With ‘Awesome Assam’, Assam Tourism is aiming at targeting not just Indian tourists but also tourists from Europe, UK and south-east Asia, which is very much possible with the out of the world film and the strategic selection of world icon Priyanka Chopra as the brand ambassador.

The first film of the campaign itself has set a new benchmark for long-format audiovisual promotions in the tourism industry. However, in today’s world of informed traveller, the Indian tourism industry needs to focus on information about internal travel, unexplored places and suggested experiences within the State. These could be in formats of blogs or small vlogs. We hope it happens sometime soon. Having said that, we are much excited to watch the upcoming films of the campaign.